The challenge of marketing clean and green: review of research on Australian organic food

David PEARSON

    Research output: A Conference proceeding or a Chapter in BookConference contribution

    Abstract

    Over the last 50 years certified organic food has developed into the most visible global
    brand for a healthier and more environmentally sustainable food choice for consumers.
    This paper provides an overview of key academic research on why Australian
    consumers are buying organic products and what is preventing them from purchasing
    more. It concludes that there are many industry specific issues such as questions
    regarding the visibility and credibility of the organic brand, high prices, and a diverse
    constituency of commercial participants. However the key marketing challenge, which is
    shared with many other industries, is to convince consumers in a cost effective manner
    of superior ‘value’ relative to substitute products. In addition there are a number of
    methodological issues associated with this body of research that limit the development of
    useful insights for industry players.
    Original languageEnglish
    Title of host publicationAustralian and New Zealand Marketing Academy Conference
    Subtitle of host publicationAgents of Change: Proceedings ANZMAC Annual Conference 2014
    EditorsSharyn Rundle-Thiele, Krzysztof Kubacki, Denni Arli
    Place of PublicationAustralia
    PublisherAustralian and New Zealand Marketing Academy
    Pages1403-1409
    Number of pages7
    Publication statusPublished - 2014
    EventANZMAC Annual Conference - Brisbane, Australia
    Duration: 1 Dec 20143 Dec 2014

    Publication series

    NameAustralian and New Zealand Marketing Academy
    PublisherANZMAC
    ISSN (Print)1447-3275

    Conference

    ConferenceANZMAC Annual Conference
    CountryAustralia
    CityBrisbane
    Period1/12/143/12/14

    Fingerprint

    organic foods
    marketing
    industry
    purchasing
    food choices

    Cite this

    PEARSON, D. (2014). The challenge of marketing clean and green: review of research on Australian organic food. In S. Rundle-Thiele, K. Kubacki, & D. Arli (Eds.), Australian and New Zealand Marketing Academy Conference: Agents of Change: Proceedings ANZMAC Annual Conference 2014 (pp. 1403-1409). (Australian and New Zealand Marketing Academy). Australia: Australian and New Zealand Marketing Academy.
    PEARSON, David. / The challenge of marketing clean and green: review of research on Australian organic food. Australian and New Zealand Marketing Academy Conference: Agents of Change: Proceedings ANZMAC Annual Conference 2014. editor / Sharyn Rundle-Thiele ; Krzysztof Kubacki ; Denni Arli. Australia : Australian and New Zealand Marketing Academy, 2014. pp. 1403-1409 (Australian and New Zealand Marketing Academy).
    @inproceedings{2af4631ba6294d24b395406c71c7deb7,
    title = "The challenge of marketing clean and green: review of research on Australian organic food",
    abstract = "Over the last 50 years certified organic food has developed into the most visible globalbrand for a healthier and more environmentally sustainable food choice for consumers.This paper provides an overview of key academic research on why Australianconsumers are buying organic products and what is preventing them from purchasingmore. It concludes that there are many industry specific issues such as questionsregarding the visibility and credibility of the organic brand, high prices, and a diverseconstituency of commercial participants. However the key marketing challenge, which isshared with many other industries, is to convince consumers in a cost effective mannerof superior ‘value’ relative to substitute products. In addition there are a number ofmethodological issues associated with this body of research that limit the development ofuseful insights for industry players.",
    keywords = "communication, marketing, food, organic food, consumer choice, Australia",
    author = "David PEARSON",
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    PEARSON, D 2014, The challenge of marketing clean and green: review of research on Australian organic food. in S Rundle-Thiele, K Kubacki & D Arli (eds), Australian and New Zealand Marketing Academy Conference: Agents of Change: Proceedings ANZMAC Annual Conference 2014. Australian and New Zealand Marketing Academy, Australian and New Zealand Marketing Academy, Australia, pp. 1403-1409, ANZMAC Annual Conference, Brisbane, Australia, 1/12/14.

    The challenge of marketing clean and green: review of research on Australian organic food. / PEARSON, David.

    Australian and New Zealand Marketing Academy Conference: Agents of Change: Proceedings ANZMAC Annual Conference 2014. ed. / Sharyn Rundle-Thiele; Krzysztof Kubacki; Denni Arli. Australia : Australian and New Zealand Marketing Academy, 2014. p. 1403-1409 (Australian and New Zealand Marketing Academy).

    Research output: A Conference proceeding or a Chapter in BookConference contribution

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    PY - 2014

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    N2 - Over the last 50 years certified organic food has developed into the most visible globalbrand for a healthier and more environmentally sustainable food choice for consumers.This paper provides an overview of key academic research on why Australianconsumers are buying organic products and what is preventing them from purchasingmore. It concludes that there are many industry specific issues such as questionsregarding the visibility and credibility of the organic brand, high prices, and a diverseconstituency of commercial participants. However the key marketing challenge, which isshared with many other industries, is to convince consumers in a cost effective mannerof superior ‘value’ relative to substitute products. In addition there are a number ofmethodological issues associated with this body of research that limit the development ofuseful insights for industry players.

    AB - Over the last 50 years certified organic food has developed into the most visible globalbrand for a healthier and more environmentally sustainable food choice for consumers.This paper provides an overview of key academic research on why Australianconsumers are buying organic products and what is preventing them from purchasingmore. It concludes that there are many industry specific issues such as questionsregarding the visibility and credibility of the organic brand, high prices, and a diverseconstituency of commercial participants. However the key marketing challenge, which isshared with many other industries, is to convince consumers in a cost effective mannerof superior ‘value’ relative to substitute products. In addition there are a number ofmethodological issues associated with this body of research that limit the development ofuseful insights for industry players.

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    PEARSON D. The challenge of marketing clean and green: review of research on Australian organic food. In Rundle-Thiele S, Kubacki K, Arli D, editors, Australian and New Zealand Marketing Academy Conference: Agents of Change: Proceedings ANZMAC Annual Conference 2014. Australia: Australian and New Zealand Marketing Academy. 2014. p. 1403-1409. (Australian and New Zealand Marketing Academy).