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

David PEARSON

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 Book › Conference contribution › peer-review

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 language	English
Title of host publication	Australian and New Zealand Marketing Academy Conference
Subtitle of host publication	Agents of Change: Proceedings ANZMAC Annual Conference 2014
Editors	Sharyn Rundle-Thiele, Krzysztof Kubacki, Denni Arli
Place of Publication	Australia
Publisher	Australian and New Zealand Marketing Academy
Pages	1403-1409
Number of pages	7
Publication status	Published - 2014
Event	ANZMAC Annual Conference - Brisbane, Australia Duration: 1 Dec 2014 → 3 Dec 2014

Publication series

Name	Australian and New Zealand Marketing Academy
Publisher	ANZMAC
ISSN (Print)	1447-3275

Conference

Conference	ANZMAC Annual Conference
Country	Australia
City	Brisbane
Period	1/12/14 → 3/12/14

Access to Document

http://pandora.nla.gov.au/pan/25410/20150310-0747/2014%20proceedings.compressed.pdf

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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). Australian and New Zealand Marketing Academy. http://pandora.nla.gov.au/pan/25410/20150310-0747/2014%20proceedings.compressed.pdf

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).

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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 {\textquoteleft}value{\textquoteright} 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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series = "Australian and New Zealand Marketing Academy",

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editor = "Sharyn Rundle-Thiele and Krzysztof Kubacki and Denni Arli",

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note = "ANZMAC Annual Conference ; Conference date: 01-12-2014 Through 03-12-2014",

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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. <http://pandora.nla.gov.au/pan/25410/20150310-0747/2014%20proceedings.compressed.pdf>

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 Book › Conference contribution › peer-review

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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.

KW - communication

KW - marketing

KW - food

KW - organic food

KW - consumer choice

KW - Australia

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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).