Abstract
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 |
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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
TY - GEN
T1 - The challenge of marketing clean and green: review of research on Australian organic food
AU - PEARSON, David
PY - 2014
Y1 - 2014
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
M3 - Conference contribution
T3 - Australian and New Zealand Marketing Academy
SP - 1403
EP - 1409
BT - Australian and New Zealand Marketing Academy Conference
A2 - Rundle-Thiele, Sharyn
A2 - Kubacki, Krzysztof
A2 - Arli, Denni
PB - Australian and New Zealand Marketing Academy
CY - Australia
ER -