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Does organic food taste better? A claim substantiation approach
Abstract
As the demand for organic foods has grown globally, disputes have arisen on whether organic foods are more nutritious, safer, and better for the environment. To many consumers, though, a major issue is whether organic foods taste different and, especially if they are being asked to pay a premium price, whether they taste better. Via the use of sensory analysis using trained panellists, and consumer testing, research was carried out to determine whether the claim of “organic food tastes better” could be substantiated. The study found that organic orange juice was perceived as tasting better than conventional orange juice; however, no differences were found between organic and conventional milk. Therefore, it is concluded that the global claim that “organic food tastes better” is not valid, and each product type should be treated separately before a claim can be made.
... Considering organic food, there are no systematically carried out records of prices or studies on the Polish organic food market in terms of price premiums, especially performed in the long term and in different retail stores. Only a few elaborations either cover short periods in a limited number of retail stores or selected products exclusively [3,[17][18][19][20][21][22][23][24][25][26][27][28][29][30][31][32][33][34][35][36]. That is why the studies do not show a complete image of the occurrence studied. ...
... In the next step, after the average prices of organic and non-organic food items were calculated, the price premiums, also called relative prices, were estimated. The price premium is understood as the percentage by which an organic product's price exceeds (or falls short of) a benchmark price for a non-organic product [29]. It is estimated based on the following formula: ...
... Relatively low price premiums were observed in organic cereal products, which may result from the fact that there are more companies processing cereals on the domestic market, which results in price In order to control whether the differences between price premiums in both types of stores are statistically significant, the U Mann-Whitney nonparametric test was applied. Based on the adopted level of significance Agriculture 2024, 14, x FOR PEER REVIEW which an organic product's price exceeds (or falls short of) a benchmark pric organic product [29]. It is estimated based on the following formula: ...
Consumers perceive the level of organic food prices as the major obstacle to increasing purchases. The main objective of the presented study is to recognize the differences between the prices of organic and non-organic food (so-called price premiums) in the Polish organic food market. Consequently, in order to determine these differences, prices of organic and non-organic food were noted in 45 retail outlets providing both types of food products. The investigation was performed within the Poznań agglomeration for nine months, from October 2022 to June 2023. The research showed that organic food price premiums ranged between 35% and over 270%. The lowest premiums were observed in tomato passata, cereal and dairy products, and eggs and olive oil. The highest occurred in chocolate, tea, juices, rapeseed oil, and chicken. Compared to previous studies, premiums observed in the conducted research, although high, have decreased for most investigated products. Moreover, the differences in price premiums were noted depending on the outlet type—they were lower in supermarket and hypermarket chains than in small retail shops. It should be highlighted that measures to maintain organic market development should be carried out with particular emphasis on the continued participation of retail chains in the distribution of organic food and the increased participation of large companies in processing organic food.
... We specifically aimed to investigate the effect of the food product meat, since it seems to cause a unique variance in the otherwise rather robust effect that credence attributes lead to an improvement in the sensory experience associated with food products. 13 For example, substantiating the claim "organic tastes better" 13,24 the organic credence attribute has regularly been found to enhance the sensory experience associated with cookies, apples, strawberries, almonds, orange juice, and bread, [24][25][26][27] but not always for milk, 24 ice cream, 27 or yoghurt. 26 However, meat with the organic credence attribute seems to have consistently generated improved sensory experiences, [28][29][30][31] while the effects of the animal welfare credence attributes (such as free-range, 28,32 pasture-raised, 30 or outdoor 33 husbandry systems) on the sensory experience have been mixed and inconsistent. ...
... We specifically aimed to investigate the effect of the food product meat, since it seems to cause a unique variance in the otherwise rather robust effect that credence attributes lead to an improvement in the sensory experience associated with food products. 13 For example, substantiating the claim "organic tastes better" 13,24 the organic credence attribute has regularly been found to enhance the sensory experience associated with cookies, apples, strawberries, almonds, orange juice, and bread, [24][25][26][27] but not always for milk, 24 ice cream, 27 or yoghurt. 26 However, meat with the organic credence attribute seems to have consistently generated improved sensory experiences, [28][29][30][31] while the effects of the animal welfare credence attributes (such as free-range, 28,32 pasture-raised, 30 or outdoor 33 husbandry systems) on the sensory experience have been mixed and inconsistent. ...
Morality affects human behaviour in manifold ways. But can it be tasted? To answer this question, we run a double-blind controlled sensory laboratory experiment to explore how morality impacts the marketing placebo effect (MPE). This effect arises when marketing actions influence the sensory experiences associated with using a product without physically changing it. In our experiment we apply labels for the credence attribute of animal welfare as such a marketing placebo, showing that these marketing actions are able to generate a MPE and, thus, affect the tasting experience on an individual level. More importantly, we find inter-individual differences that can be explained by the individual’s degree of morality.
... Certain studies have examined consumer purchase and consumption behaviors toward organic food products, including perceptions of organic foods, factors that facilitate or prevent organic food choices, and the attitudes and reasons for the purchase or nonpurchase of organic food products [29][30][31][32][33][34][35][36][37][38][39]. Results have shown that consumers typically perceive organically grown food as being more flavorful than conventional food [26]. ...
... Results have shown that consumers typically perceive organically grown food as being more flavorful than conventional food [26]. Perceived health benefits and a desire for safe food are the primary reasons behind consumer interest in organically grown foods [3,[27][28][29][30][31][32][33][34][35][36][37][38]. Consumers who choose organic food seek to protect their bodies from pesticides, hormones, antibiotics, chemicals, and genetically modified organisms (GMOs). ...
Labeling products with organic certification logos is a means of indicating to consumers that those products are government certified. However, in Taiwan, organic certification is not required before a food product claims itself organic. Since previous research showed that the COVID-19 lockdown effected both Spanish and Romanian subjects’ intention to purchase more sustainable products, the aim of this study was to determine whether the perception of organic certification labeling makes a difference in how organic shoppers’ purchasing intentions toward organic produce were realized. Data from organic produce shoppers were used to identify organic certification labeling differences. One group of shoppers was asked about their purchase behaviors toward government-certified organic produce labeled with the certification logo (N = 468), while the other was asked about their purchase behaviors toward self-claimed organic produce without a government certification logo (N = 403). Multi-group structural equation modeling (SEM) techniques were employed as the main method of analysis in this study. The results indicated that the hypothesized model was validated. In addition, through this process, it was clarified that this government organic certification labeling significantly enhances the influence of organic produce shoppers’ behavioral beliefs regarding organic produce on their attitudes.
... Previous researchers have suggested that various values influence organic food purchase decision. These values are related to 'taste' (Magnusson et al., 2001;Stobbelaar et al., 2007;McEachern and McClean, 2002;Roddy et al., 1996;Schifferstein and Oude Ophuis, 1998; It is to be noted here that the superior taste of organic foods than conventional produce has been contested by Hannahan, 2013 andFillion andArazi, 2002), security (Shin et al., 2019;Pham et al., 2019;Hansen et al., 2018;Teng and Lu, 2016;Smith and Paladino, 2010;Chen, 2009;Michaelidou and Hassan, 2008;Chekima et al., 2017;Hasselbach and Roosen, 2015;Rahnama, 2017), health concern (Nedra et al., 2015), environmental concern, environmental attitude and environment protection (Aertsans et al., 2009;SC Grunert and Juhl, 1995;Schifferstein and Oude Ophuis, 1998;Lea and Worsley, 2005;Nedra et al., 2015;Moser, 2016;Pomsanam et al., 2014;Janssen, 2018;Magistris andGracia, 2008 &Chen, 2009;Thøgersen and Zhou, 2012;Thøgersen et al., 2015). Apart from this, both altruistic and egoistic values are also found to influence intentions to purchase organic foods in the past (Yadav, 2016). ...
... Previous researchers have suggested that various values influence organic food purchase decision. These values are related to 'taste' (Magnusson et al., 2001;Stobbelaar et al., 2007;McEachern and McClean, 2002;Roddy et al., 1996;Schifferstein and Oude Ophuis, 1998; It is to be noted here that the superior taste of organic foods than conventional produce has been contested by Hannahan, 2013 andFillion andArazi, 2002), security (Shin et al., 2019;Pham et al., 2019;Hansen et al., 2018;Teng and Lu, 2016;Smith and Paladino, 2010;Chen, 2009;Michaelidou and Hassan, 2008;Chekima et al., 2017;Hasselbach and Roosen, 2015;Rahnama, 2017), health concern (Nedra et al., 2015), environmental concern, environmental attitude and environment protection (Aertsans et al., 2009;SC Grunert and Juhl, 1995;Schifferstein and Oude Ophuis, 1998;Lea and Worsley, 2005;Nedra et al., 2015;Moser, 2016;Pomsanam et al., 2014;Janssen, 2018;Magistris andGracia, 2008 &Chen, 2009;Thøgersen and Zhou, 2012;Thøgersen et al., 2015). Apart from this, both altruistic and egoistic values are also found to influence intentions to purchase organic foods in the past (Yadav, 2016). ...
A B S T R A C T The extant literature on predicting organic food choice as a consumption behaviour has overlooked the role of food eating values (utilitarian and hedonic values) and individuals exploratory buying behavioural traits (exploratory information seeking and exploratory acquisition seeking). The novelty of the study is the use of food eating values and individuals exploratory buying behaviour traits as an extension to the basic theory of planned behaviour in predicting attitude and intentions towards organic food consumption with a representative sample of N = 431. Data was collected in two phases. In the first phase, a small qualitative face to face (semi structured) interviews were held from 22 respondents to elicit the utilitarian and hedonic values individuals attach with the organic food consumption. This is followed by the collection of survey data from two Indian metropolitan cities (New Delhi and Chennai) using a mall intercept method from the individuals visiting hypermarkets and supermarkets. The hypotheses were tested using structural equations modelling or SEM in IBM AMOS 24. Attitude to consume organic foods was found to be most dominant in predicting behavioural intention in both basic and the extended TPB model followed by subjective norms. Perceived behavioural control was found to be a significant predictor only in the extended TPB model, suggesting a dual role. Findings also suggested that utilitarian values are more influential than hedonic values in the formation of attitudes towards organic foods. Further, the exploratory information seeking traits are found to strengthen the relationship between a) perceived behavioural control and behavioural intention to consume organic foods and b) attitude to consume organic foods and behavioural intention to consume organic foods whereas exploratory acquisition seeking traits to be strengthening the relationship between attitude and behavioural intentions only. Implications for the policy makers is discussed towards the end of the study.
... A kutatás során egyértelműen az érzékek egymásra épülését figyelték meg, és sokat mondó, hogy az íz lehet a döntő szempont egy termék folyamatos választásakor. Különösen lényeges mondanivalója van a kapott eredményeknek az ökoélelmiszerek esetén, ahol a vevők az ízletességet tartják a legfontosabb termékjellemzőnek (Szente, 2004;Pawel, 2016;Huszka & Polereczki, 2008;Dörnyei, 2008;Fillion & Arazi, 2002). ...
... A vizsgálatok azt mutatták, hogy a fogyasztók ízletesebbnek találták az organikus narancslevet a szokványossal szemben. Különbséget viszont a tej érzékszervi megítélése során nem találtak (Fillion & Arazi, 2002). Hazánkban hasonló érzékszervi kutatást a két választott termék esetén nem találtunk. ...
... Seventh, taste is important in agricultural product choice [57,59,62]. Some researchers refer to it as a specific value of eco-friendly agricultural products [28,29,33,49,52,60,61,[63][64][65][66]. Taste is a commonly considered food quality aspect, and it is an observation trait [28], or sensory quality [63]. ...
... This gradual approach appears necessary because farmers accustomed to chemical pesticides and fertilizers find it difficult to shift directly to organic agricultural methods. Additionally, certification-based subsidies had a decisive effect on farming practices [64]. However, the ultimate goal of transferring to organic agriculture, and the original intention behind eco-friendly agriculture, has been lost during this process. ...
This study aimed to analyze how perceptions of eco-friendly agricultural products affect food choice criteria, based on a sample of 225 study participants (consumers) in Sejong City, South Korea. We focused on the following criteria: Health, food safety, environmental protection, trust, reputation, nutrition, and taste. We used factor analysis to classify responses into three types of consumer attitude: Organic-minded, pesticide-free focused, and local food-minded. Then, we applied a logit analysis to determine values of agricultural products (dependent variables) and consumer attitudes toward eco-friendly agricultural products (independent variables). We found that South Korean consumers were not motivated by health or environmental protection, nor were they substantially concerned about food safety; their utmost concern was the reputation of organic products. Pesticide-free focused and local food-minded consumers placed a higher value on nutrition and taste, respectively, likely because, in South Korea, organic agriculture is a component of eco-friendly agriculture, leading to the entanglement in consumer perceptions of organic and pesticide-free products. This paper discusses how phased development strategies of organic agriculture, including the eco-friendly agricultural policy, have failed. It is therefore needed to develop and implement new policies for South Korean eco-friendly agriculture.
... The demand for organic foods has increased due to their perceived health, taste and environmental benefits [69]. While some studies support the superiority of organic foods in terms of health, nutrition and quality [70][71][72], others have found no significant difference [73,74]. One important factor for comparision is antioxidant activity [75]. ...
Tea is widely recognized as the most consumed beverage in the world after water. In recent years, the connection between tea and health has gained growing attention as a significant research topic. In this study, we evaluated the relationship between tea and health by analyzing the boron content, total antioxidant capacity (TAC), total oxidant capacity (TOC), oxidative stress index (OSI), and pH levels of teas commonly consumed in Türkiye. A total of 42 samples were created from various tea brands and different tea types that are widely consumed in Türkiye. The determination of boron in pulverized and brewed tea samples was carried out using the carminic acid method. Additionally, boron transfer was determined in brewed teas. Brewed tea samples were also examined in terms of pH, TAC, TOC, and OSI. It was determined that all teas contained an average of 11.73 mg/L boron, the amount of boron in domestic teas was lower than in imported teas. It was determined that boron transfer into brewed tea was approximately 30%. The pH values ranged between 4–5. No differences were detected in terms of TAC, TOC, and OSI. Our research shows that tea consumption is safe in terms of boron levels and helps meet daily needs. The OSI of teas is less than 1, so their antioxidant effects can be considered quite good. However, it should be noted that excessive tea consumption can lead to the demineralization of tooth enamel due to low pH levels.
... Many organic food consumers believe that organic products are tastier than conventional ones, a perception that often drives their purchasing decisions (Petljak et al., 2017;Stoleru et al., 2019). However, sensory evaluations of organic versus traditional foods have produced mixed results, with some studies failing to confirm the superiority of organic taste (Fillion and Arazi, 2002). ...
Current dietary practices significantly contribute to environmental degradation, with organic food consumption emerging as a viable alternative for promoting sustainability. This review explores the diverse motivations and barriers influencing organic food consumption, drawing comparisons between developing and developed countries. A systematic review of 67 peer-reviewed studies published after 2018 up to March 2025 was conducted, sourced from databases such as PubMed, Google Scholar, ScienceDirect, and Scopus. Of the included studies; 43 were from developing countries, 21 were from developed countries, and 3 offered comparative insights between organic food consumption patterns in developing and developed countries. The findings reveal that while health and environmental concerns are universal drivers for organic food consumption, significant differences exist in the specific motivations and barriers across regions. In developing countries, the high cost and limited availability of organic foods were identified as the primary barriers, whereas consumers in developed nations face skepticism toward certification and labeling systems. The influence of demographic factors such as age, income, and education varied, with younger consumers in developed countries showing a greater propensity for organic food consumption than their counterparts in developing nations. Moreover, social consciousness and ethical considerations were more pronounced in developed countries, highlighting a broader awareness of global environmental issues. This review highlights the need for targeted strategies to overcome barriers and promote organic food consumption globally, particularly in regions where the market is still emerging.
... Health consciousness is a driving force for consumers when purchasing organic food; consumers seek food that not only provides nutritional value but also ensures quality and safety. Additionally, organic food often comes with a higher price tag than conventional food (Fillion and Arazi 2002). In many developed countries with larger market scales, there is a growing awareness of environmental protection and health concerns (Yadav and Pathak 2016). ...
We measure the impact of National Dairy Plan on the nutritional outcome of children. We find that NDP led to gain in height-for-age of children. Results are primarily driven by high milk consumption amongst children due to increased production.
... Diverses études sur les raisons des consommateurs d'acheter des produits durables ont été menées dans de nombreux pays occidentaux et émergents (Davies, Titterington, et Cochrane 1995 ;Roddy, Cowan, et Hutchinson 1996 ;Michelsen et Dabbert 1999 ;Aertsens et al. 2009 ;Hughner et al. 2007 ;Thøgersen 2010 ;Thøgersen et al., 2015). Parmi les raisons identifiées par la littérature (Hughner et al., 2007), les plus fréquentes sont attribués à la conscience environnementale (Fotopoulos et Krystallis, 2002;Paço et al., 2013 ;Sekhokoane et al., 2017 ;Song et al., 2019 ;Zhao et al., 2014), à l'éthique (Davies et Gutsche, 2016;De Ferran et Grunert, 2007;Jung et al., 2016), à la santé (Rana et Paul, 2020 ;Sarti et al., 2018), à la disponibilité (Lai, 1993 ;Tseng et Hung, 2013 ;Young et al., 2010), à la psychologie du consommateur (Abdulrazak et Quoquab, 2018 ;Hartmann et Apaolaza-Ibáñez, 2012 ;Pepper et al., 2009), à l'information (Gleim et al., 2013 ;Tseng et Hung, 2013 ;Ritter et al., 2015) et enfin, aux attributs spécifiques du produit comme le goût (Fillion et Arazi, 2002 ;Magnusson et al., 2001), et le prix (Evans, 2011 ;Gleim et al., 2013;Roberts, 1996, p. 199). Une variété d'autres raisons semblent refléter les intérêts nationaux, comme le soutien à l'économie locale (Fotopoulos et Krystallis, 2002) et le soutien au producteur local. ...
The illegal exploitation of wood and cocoa is one of the vectors of deforestation and forest degradation in the tropics, but benefits a large number of players, including urban consumers. Changing the purchasing behaviour of the latter could bring about significant changes in the illegal trade in these products. To meet this challenge, measures focusing on consumer demand for products free from illegal deforestation have been the subject of numerous studies in Western countries and more recently in emerging economies. Sub-Saharan Africa is still little affected by this consumption, but it is expected to increase in the medium and long term. In order to accompany this change, it is crucial to understand the origin of the motivations that may lead African consumers to acquire these products on national markets. We used a behavioural economics approach to explore the determinants of the intention and act of purchasing products without illegal deforestation in Cameroon. Analyses of 463 respondents in the sawnwood market and 703 respondents in the cocoa market using propensity score matching and structural equation modelling led to two main results. Firstly, we found that respondents with higher levels of environmental attitude, perceived social pressure, past purchasing behaviour, education and exposure to campaigns are more likely to intend to purchase illegally deforestation-free timber and to respond to awareness-raising policies on sustainable supply chains. Secondly, we have shown that the status quo is the most important determinant of the act of buying chocolate without illegal deforestation. This implies that for most buyers, sticking to old consumption habits and avoiding change is an economically rational way to avoid the transaction costs of change. This study provides a first estimate of the origin of the motivations for purchasing products without illegal deforestation and facilitates the development of social 'nudges' capable of promoting this type of consumption in sub-Saharan Africa. We discuss the theoretical and practical implications of our results in behavioural economics and applied economics on sustainable consumption in developing countries.
... Moreover, it is observed that consumers who prefer green-qualified restaurants are concerned not only about environmental issues but also about health and nutrition (Hughner et al., 2007;Fillion & Arazi, 2002). Additionally, there is a growing awareness regarding environmental issues such as recycling, energy, and water efficiency (Kim, 2002). ...
This study aims to examine the impact of sustainability-driven green restaurants on consumer preferences. The rationale behind the study is to understand how businesses that undertake environmental responsibilities influence consumer behavior. Accordingly, in July 2023, expert interviews and a Multi-Criteria Decision-Making (MCDM) analysis were conducted using the SWARA method. Methodologically, the use of the SWARA technique identified key criteria affecting consumers' selection of green restaurants, including hygiene, price, and environmental sensitivity. Results indicate that consumers’ sensitivity toward sustainability plays a significant role in their restaurant choices. The research guides businesses in comprehending the core aspects of the green restaurant concept, while also highlighting that the spread of such eco-friendly practices can contribute to sustainable tourism and social awareness. These findings provide strategic insights for policymakers and business managers aiming to enhance consumer awareness and environmental sensitivity.
... Moreover, it is observed that consumers who prefer green-qualified restaurants are concerned not only about environmental issues but also about health and nutrition (Hughner et al., 2007;Fillion & Arazi, 2002). Additionally, there is a growing awareness regarding environmental issues such as recycling, energy, and water efficiency (Kim, 2002). ...
... Organic labels have been shown to enhance the expected taste and appeal evaluations of healthy foods, impacting purchase intentions positively among US consumers (Nadricka et al., 2020). Additionally, research has noted that the assertion that "organic food tastes better" may vary depending on the product category, and not hold true for unhealthy foods, suggesting more nuanced perceptions (Fillion & Arazi, 2002;Nadricka et al., 2020). Thus, organic red wine, renowned for its perceived health benefits (Saliba & Moran, 2010), may not adhere to the healthy = (un)tasty intuition among US consumers. ...
Organic labels certify a product's commitment to ecological balance. However, the association between organic products and health benefits can inadvertently promote overconsumption, particularly in the case of alcoholic beverages such as red wine. In research conducted with participants from the United States, we demonstrate that consumers implicitly link organic wine with health and pleasure, which is explicitly reflected in heightened purchase intentions and anticipated consumption volume. Interestingly, our findings indicate that these effects are moderated by label colour. Implicitly, red organic labels are associated with a less healthy but tastier drink than green labels. Explicitly, organic labels overall stimulate higher purchase intentions regardless of their colour. Nevertheless, our results highlight a moderating role of label colour. Compared to green labels, red organic labels elicit increased purchase intentions, driven by greater expectations of tastiness associated with the red label. Additionally, red labels convey a perception of higher alcohol strength and an intention to consume wine in smaller quantities versus green labels. Thus, the use of a red label may signal both pleasure and potential danger, facilitating organic wine sales without necessarily increasing consumption. These findings have implications for marketers and policymakers interested in supporting responsible wine consumption.
... Henson [42] claimed that WTP is the theoretically valid measure of the value consumers attach to food safety improvements. Numerous claims have been made about the benefits of organic food in order to justify the premium price that consumers have to pay [43]. According to Hamm et al. [44], of the sales arguments used to justify the price premium for organic foods, the most important was food safety, followed by nature conservation and taste. ...
High prices of organic food are the main obstacle to the growth of the demand for organic food. This study’s main objective was to quantify the size of the gap between consumers’ willingness to pay more for organic food and the actual price premiums for organic food in Poland. Therefore, a two-step research study was undertaken. In order to identify barriers to the growth of organic food consumption and the perception of organic food prices, a survey based on an online questionnaire of 516 respondents was conducted. To determine price premiums of organic food, prices of organic and conventional food were quoted in 45 retail outlets offering organic and conventional food located in the Poznań agglomeration between October 2022 and June 2023. This research demonstrated a low acceptance of the high prices of organic food among consumers (only 14% of the investigated consumers were willing to pay more than 40% for organic food). On the other hand, the price premiums ranged between 35% and over 270%. To reduce the divergence, the measures supporting organic market development should be intensified with the simultaneous further involvement of supermarket chains. Along with these activities, the promotion of organic food ought to be carried out, considering that, as this research shows, men have fewer positive perceptions of organic food and, therefore, they should be targeted in the promotion measures.
... Consumers' willingness to pay for a product or service that they believe is beneficial to the attainment of sustainability indicates that they are ready to commit or sacrifice themselves to achieve a goal. In this case, consumers are inclined to pay to consume organic foods that have a positive impact on the environment and society (Fillion & Arazi, 2002). ...
Organic Plus attributes strengthen the sustainability of the organic products and differentiate them from the ‘conventionalized’ organic ones. Products with Organic Plus attributes seem appreciated by organic consumers. However, research on consumers’ preference for Organic Plus is still scarce, leaving gaps in the understanding of the consumers’ characteristics of organic products with Plus attributes. In order to enrich the knowledge of consumers’ preference for organic products with Plus attributes, the present study aims to achieve three Objectives: (1) identifying which Plus attributes, among fair prices to local farmers, integration of people with disabilities and eco-friendliness, are most sought after among Italian consumers of organic products (2) measuring, through the willingness to pay elicitation techniques, the level of preference for the various plus attributes; (3) determine which psychological, socio-demographic and contextual factors influence the purchasing choice of organic consumers for the three Plus attributes. Better knowledge of consumers’ preference for organic Plus attributes, as well as the psychological and socio-demographic characteristic can provide useful indications to better-tailored marketing strategies on specific consumers’ profiles.
... Price premium is the percentage that is added to the cost of organic food above conventional food. Numerous arguments are made regarding the superiority of organic food to support the higher cost to customers (Fillion and Arazi, 2002). Some customers erroneously believe that they cannot buy organic food, while others believe that the market overcharges for healthier options (Whitehead and Nicholson, 2001).Organic labeling education and awareness is definitely one approach to increase the likelihood that a consumer would be willing to pay a premium for organic goods. ...
This study attempts to investigate how customers view organic food. This essay also tries to investigate the issues with promoting organic farming. Lack of knowledge about organic technology and consumer distrust of goods and advertising strategies are among the important problems. It is discovered that a variety of factors affected people's decisions to buy organic food. Health and environmental awareness were positively correlated with educational attainment. The majority of consumers expressed interest in learning more about the production of organic foods, and it is evident that organic agriculture might lessen the harmful effects of chemical agriculture. The majority of customers expressed a lack of trust in organic food products by being unwilling to pay more for quality assurance and organic certification. Furthermore, there is a significant opportunity to meet the local demand for organic food, notably on the vast agricultural acreage in Rajshahi. Rajshahi has the chance to increase organic food production thanks to the lower wage, which will afterwards lead to the creation of good jobs. The barriers to the growth of the organic markets were recognized as ignorance, ecological consciousness, consumer trust, accreditation, quality control mechanisms, current technology, information literacy, storage capabilities, and crop insurance. The agricultural market chain, which is made up of many intermediary organizations, is also vulnerable. A big benefit of producing organic products that require meticulous care is the accessibility of cheaper labor forces.
... Studies have found that individuals not only believe organic foods to be more nutritious, but also to taste better overall (Lee & Yun, 2015). Blind tests find no such general difference (Fillion & Arazi, 2002), suggesting that such perceptions may be the results of haloeffects whereby the consumer generalizes their positive feelings for the production practice to their perceptions along several dimensions. A general assessment of the naturalist food movement (which encompasses many of these behaviors) was presented by G. Rausser, Sexton, and Zilberman (2019). ...
Food and agriculture are at the center of a confluence of global policy issues dubbed “grand challenges”. This confluence includes issues long associated with food and agriculture such as food security, nutrition, obesity, and environmental degradation. High profile research suggests radical, rapid, and global changes to the agri-food system that would dramatically impact virtually all humans. Importantly, this proposal appears to ignore the economic and social cost of the changes demanded, the heterogeneous nature of societies impacted as well as the resources available to those societies. Historic parallels are drawn to similar efforts of the past, urging a more cautious and marginal approach.JEL CodesQ01D10I18I31
... In addition, consumers often believe that organic foods taste better and are of higher quality. A blinded and unblinded taste test conducted by Fillion and Arazi (2002) even found that organic juice (but not milk) generates a better taste perception than its non-organic alternative, which was true for both individuals who were made aware of which products were organic with a label and for those who were unaware. These taste perceptions may be linked to the higher prices of organic foods, as consumers often use price as a heuristic for the latent characteristic of the quality of the product (Gneezy et al., 2014;Hughner et al., 2007). ...
Children are an essential group in the path toward sustainable diets. This study (N = 240) therefore experimentally investigates children‘s (8 to 12 years) brand attitude and purchase request intent after exposure to a verbal sustainability label combined with a visual cue on food packaging. Results indicate that children‘s environmental concern is an important moderator of the efficacy of such sustainability labels. For children low in environmental concern, it is beneficial to add a visual cue to a verbal label, as it positively affects packaging evaluation, and consequently, brand attitude and purchase request intention. This visual cue diminishes the efficacy of a verbal label, however, when children are high in environmental concern. Findings can assist food manufacturers, marketers and policy makers to more effectively stimulate children to adopt sustainable diets.
... By studying the literature, other attributes were identified, compared to those included in EU regulations, which are often used to position brands of organic products. Among these green attributes we mention: good/authentic/ intense/natural taste (Fillion and Arazi, 2002;Naspetti and Zanoli, 2009;Asioli et al., 2014;von Meyer-Höfer et al., 2015;Hemmerling et al., 2016;Sidali et al., 2016), high nutritional content (Naspetti and Zanoli, 2009;Sidali et al., 2016); ecological packaging (Magnier et al., 2016;Steenis, 2019); local/regional production Roosen et al., 2012;Sidali et al., 2016). ...
The purpose of this paper is to provide a perspective on the positioning bases of the green brands present on the organic food market. The research method is the content analysis of secondary data sources. The study was based on the analysis of the informational content available on the corporate websites of green brands in the portfolio of processing companies present on the Romanian market. This study identified 18 positioning bases for the investigated green brands. The positioning bases belong mainly to the category of attributes, these being in particular specific characteristics of organic food. The study notes the existence of specific positioning bases for organic food brands. The results can help practitioners to communicate brand positioning in the online environment by developing appropriate strategies.
... A positive effect on actual liking was revealed for coffee labelled as eco-friendly (Sörqvist et al., 2013), for organic bread (Annett et al., 2008;Kihlberg et al., 2005), pineapples (Poelman et al., 2008), and yoghurt (Lee et al., 2013). In contrast, no difference in actual liking could be found for organic-labelled cookies (Lee et al., 2013) and whole milk (Fillion and Arazi, 2002) compared to their conventional counterparts. For the category of wine, a positive halo-effect was found for both red and white varieties (Apaolaza et al., 2017;Gassler et al., 2019;Wiedmann et al., 2014). ...
Purpose
While research shows that organic labels are perceived positively for most food products, the findings are more ambiguous for wine. This may be due to the complexity of the product. Accordingly, the labelling effect might be influenced by people's prior knowledge of wines and their attitudes towards organic wines and thus be more pronounced for certain consumer groups. Providing insights into those moderators could help to steer people towards sustainable wine consumption. Therefore, this paper aims to investigate the effect of organic labelling on consumers' liking of, and their willingness to pay (WTP) for white wine, and the role of potential moderators.
Design/methodology/approach
A wine tasting experiment was conducted using a within-subjects design ( n = 214). The mediating role of expected liking and the moderating roles of subjective knowledge and attitude towards organic wine were analysed using the MEMORE macro in SPSS.
Findings
The results do not confirm an overall positive halo effect of labelling on liking of organic wine. Nevertheless, a positive halo effect on actual liking was observed for those respondents who have a positive attitude towards organic wine. Furthermore, an overall positive effect of organic labelling on WTP was found. Mediation effects could not be confirmed.
Originality/value
This study used an experimental design that considers not only expected liking but also actual liking and WTP for organic wines. Using a moderation-mediation framework helps to better understand consumers' quality evaluation and WTP for organic wine. Finally, it could be shown that the organic halo is more complex for the product category of wine than others have previously stated.
... Hill and Lynchehaun (2002) suggest that due to high prices correlated with organic foods, consumers discern organic foods that have a higher quality of taste than conventionally grown foods. Interestingly, taste will become a crucial consideration in consumer choice after consuming organic food (Fillion and Arazi, 2002). Krystallis and Chryssohoidis (2005) state that organic foods are generally safer, and more flavoursome when compared to non-organic products. ...
The main objective of this study is to understand the behaviour of organic food consumers and their intention to purchase. The study aims to determine the driving factors influencing consumer behaviour towards organic food in the Vietnamese market. The method used for data collection includes a face-to-face interview and using a structured questionnaire with closed-ended questions. In total, there are a total of 243 valid respondents who are actual consumers of organic products participating in the survey. It has been decided to use various multivariate analyses such as multiple regressions, factor analysis, and cluster analysis with a large sample size. The results indicate that price, taste, environmental concern, nutritional value, certification, and labelling as well as subjective norms positively influence the Vietnamese consumers' intention to buy organic foods. The findings make an empirical contribution to the literature of organic consumption studies worldwide.
... Bunun sebebi çevredeki konsoloslukların ve yabancı otellerin yoğunluğu olabilir. Ancak her iki grubun da restoranın üretim ve tüketim felsefelerine uygun 545 Alan yazında yapılan çalışmalarda misafirlerin ekolojik ürün satan marketleri ve restoranları tercih etme nedenleri sağlık ve beslenme kaygıları, ürünlerin lezzet farklılıkları, çevreye karşı duyarlılık, Gıda güvenliği ve izlenebilirliği, Hayvansal ürünlerin güvenliği ile ilgili kaygılar dolayısıyla olarak ortaya çıkmaktadır (Hughner ve diğerleri, 2007;Fillion ve Arazi, 2002). Restoranlardaki yeşil uygulamaların genellikle yaş ve eğitim düzeyi ile alakalı olduğu ve 41 yaş üstü misafirlerin bu restoranlarda daha fazla yedikleri (Hu, Parsa ve Self, 2010), buna ek olarak değişen endüstriyel tarım uygulamalarının yarattığı kaygılarının eğitimli genç nüfusun daha fazla araştırma ve paylaşma yoluyla giderilmeye çalıştığı görülmektedir. ...
The change in consumption habits that
have started since the second half of the
last century not only supported the
increase in the production but also caused
the environmental and ecological
problems. Concerns and new trends that
these problems place on the consumer
lead to difficulties in product supply in
food and beverage business. This study
was conducted to investigate the efficacy
of permaculture practices on a sample
restaurant, which enables the on-site
production of goods and services used in
the food and beverage industry and aims
at environmental sustainability of the
gastronomy. The subject of the study,
EKBİÇYEİÇ restaurant, has been examined
through its operations and supply
functions. Qualitative research methods,
observation and interview techniques
were used in the research. As a result of
the study, it has been found that ecological
friendly perma cultural practices in the
place where a restaurant operation is
experiencing are effective in solving the
ecological problems, in supplying organic
products and in meeting the new trends of
consumers. The study was carried out with
the thought that it would be beneficial to
academicians conducting research,
entrepreneurs who want to invest and
people who want to improve their skills in
this area.
Keywords: Ecological restaurants,
Organic products, Permaculture
practices.
... Yapılan çalışmada katılımcıların %10'u organik gıdayı lezzetli ürün olarak tanımlamıştır. Ancak bugüne kadar yapılan araştırmalar organik gıdanın lezzeti konusunda görüş ayrılıkları olduğunu, organik gıdanın geleneksel gıdalara göre daha lezzetli olmadığını ve her ürün çeşidine göre bu algının değişebileceğini göstermektedir (Basker 1992;Fillion ve Arazi 2002). Organik gıdaların lezzetinin geleneksel gıdalara oranla daha iyi olduğunu bildiren çalışmalar da mevcuttur. ...
... This manuscript investigates organic consumers' choices for nutrient labels of dried strawberries based on their health attitude. While a large number of studies have investigated consumers' preferences and willingness to pay (WTP) for organic food products [51][52][53] and explored drivers of consumption [47,[54][55][56][57], personal determinants [58,59], subjective norms and attitudes [58], sensory attributes [44,[60][61][62][63], and organic labeling [64], no prior study has investigated their preferences for nutrient labels in relation to their health attitudes. Eagly and Chaiken [65] define attitude as "a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor". ...
This manuscript investigates for the first time how health attitudes relate to organic consumers’ choices for nutrient labels of organic dried strawberry products in Norway, Romania and Turkey. The results show that broad variations exist in health attitudes among organic consumers. A non-linear effect of health attitude is revealed, where a moderate health attitude is more strongly associated to the selection of products with increased nutrients content than either a low or a high health attitude.
... WTP is the amount of money that an individual is willing to offer to obtain a product or service (Gumber and Rana 2017). The additional percentage price charged on a vegetable product when it transforms from its conventional state to a safer one is called the premium price (Fillion and Arazi 2002). ...
Consumers’ concerns over misuse of agrochemicals and untreated wastewater for irrigation in vegetable production are increasing demand for safer vegetables in urban cities. Providing safer vegetables requires production methods that minimize or eliminate the associated risks. Nevertheless, these practices involve extra cost, which requires that consumers, at least, bear part of the cost. The main objective of this paper is to examine factors influencing consumers’ willingness to pay price premiums for safer vegetables. We sampled a cross-section of 331 consumers in Tamale, and elicited their willingness to pay premium prices for safer vegetables. The results show that consumers are willing to pay average premiums of GH¢8.01 (US0.78) and GH¢2.89 (US$0.69) for standard quantities of safer cabbage, safer ayoyo and safer okra, respectively. These premium prices are equivalent to 128.6%, 197.3% and 189.0% of the current average market prices of same quantities of the conventional vegetables. Typically, consumers willing to pay premium prices are those with income generating employment, have trust in traders and care about the use of untreated wastewater for irrigation. These findings mean that consumers are generally willing to bear extra cost to secure consumption of safer vegetables, and avoid health-related risks associated with unsafe, conventional vegetables.
... In these last years, several studies have been published focused on the organic foods such as fruits, vegetables, dairy, and poultry production (Erich et al., 2015;Kobi et al., 2018;Llano, Muñoz-Jiménez, Jiménez-Cartagena, Londoño-Londoño, & Medina, 2018), as well as fertilization procedures (Darnaudery, Furnier & Lechaudel 2018). In an attempt to justify the premium price of organic food, several claims and arguments were used (Falguera, Aliguer, & Falguera, 2012;Fillion & Arazi, 2002) like the potential environmental benefits and the most important food safety (Garcia & Teixeira, 2017). In this respect, organic agriculture has been shown to be more energy efficient (Smith, Williams, & Pearce, 2015) when compared to the conventional one and produces less N 2 O on a pre area basis. ...
... Many a times the premium prices being charged by the organic food manufacturers justify with numerous claims and arguments but the validity of those is still not clear (55). However, food safety is the most commonly and loosely argument being used (56). ...
Universally, there has been an increased awareness about the harmful effects of chemical inputs used for production of food on soil composition, environment and human health. This has triggered the consumption level of organic food products. India has witnessed a tremendous growth in domestic as well as export market. The demand is mainly driven by consumer perceptions that organic farming is more sustainable, produces healthy food, pesticide-free and safeguards the environment & biodiversity. Organic food producers also manifests the quality and safety of food. These claims which are perceived and professed as beneficial can only be accepted if they are tested and validated. Therefore, the foremost objective of this review paper is to provide an update on set of studies related to scientific evidence for nutritional composition marking the quality of organic foods vis-à-vis conventional foods and its impact on human health. Secondly, the paper examines the comparison of the sensory quality of the organic food, and thirdly the food safety aspect of organically as compared with conventionally grown foods. Past few controlled studies have proved that there is no such evidence of differences in concentration of various nutrients amongst organic and conventional foods. Furthermore, there are certain issues related to the impact and assessment of these nutrients in organic food which requires some future directives. Owing to the heterogeneity in results observed related to nutritional quality and safety of organic foods, technological aspects together with sensory parameters are the best for future comparative studies. To safeguard the public health and to avoid the difference in sampling and sample results, testing laboratories should also be adhering to uniform standards. Organic food business in India lack standard guidelines for quality, policy framework for domestic and export market. Also, traceability is another factor which should be given prime importance to ensure removal of fraudulent practices. © 2017, Indian Association of Preventive and Social Medicine. All rights reserved.
... Germany and Switzerland). Additionally, a study by Fillion and Arazi (2002) reports that consumers perceive no differences between organic and convention food (i.e. milk). ...
Promoting consumer purchase behaviour of eco-friendly products is key to environmental sustainability. This research aims to investigate how different factors may enhance or impede young consumers’ intentions to purchase a specific type of eco-friendly product, i.e. organic food. Data were obtained from 289 respondents in an emerging market economy, i.e. Vietnam. Multivariate data analysis using structural equation modelling revealed that food safety concern, health consciousness and media exposure to food messages played integral roles in the formation of attitude towards organic food. Interestingly, consumers’ environmental concern and food taste were of little value in predicting their attitude. Notably, perceived barriers (i.e. high price, inadequate availability, poor labelling and extra time required) significantly impeded both attitude and purchase intention towards organic food. The insights gained from this research extend current knowledge about pro-environmental behaviour in developing countries and they have important practical implications for marketers and other key stakeholders.
... While research indicates that consumers hold positive views of organic food in terms of health, nutrition and taste, medical and nutritional research does not support claims of health and nutritional benefits (Bara nski et al., 2014;Dangour et al., 2010;Hutchins & Greenhalgh, 1995;Magkos, Arvaniti, & Zampelas, 2006;Smith-Spangler et al., 2012). Further, blind tastes do not provide support for the claimed sensory qualities of organic food (Bourn & Prescott, 2002;Ellison, Duff, Wang, & White, 2016;Fillion & Arazi, 2002). Moreover, research indicates that organic farming is neither necessarily environmentally superior, nor does it conserve the environment better than conventional approaches (Seufert, Ramankutty, & Foley, 2012;Trewavas, 2001). ...
Interest in the consumption of organic food has steadily risen over the past two decades. Yet after considerable research addressing a range of issues related to organic food consumption no research systematically examines which factors explain consumers' perceptions and purchase of organics. Through a meta-analysis we examine factors underpinning the purchase of organic food using a sample of 124,353 consumers reported in 150 manuscripts over the period from 1991 to 2016. The results demonstrate that credence attributes of organic food are valued more than search and experience attributes. This shows that the market is guided by the perceived benefits of organic over conventionally grown food. These findings do not diminish the importance of search and experience attributes, but suggest that credence attributes have a prominent role in consumer organic food purchases. From the perspective of organic producers and sellers an understanding of consumer perceptions, set within search, experience and credence attributes, has the potential to offer a unique selling proposition and point of differentiation in the market.
... In other research, Zanoli et al. (2004) stated health concerns are found to be the primary motive to buy organic food. Sensory analysis of organic food has shown that there is no consistent difference across different product categories of the taste of organic and conventional foods (Fillion and Arazi, 2002). Unlike conventional food products, most organic food characteristics may be distinguished as 'credence attributes' (Ritson and Mai, 1998). ...
Few attempts have been made in previous studies to understand young Indonesian consumers' attitudes toward organic food products. This study aimed to investigate the perceptions of young consumers towards organic food. An online survey was conducted via the attached link to social media platforms during the period between March and May 2015. This study collected data from 253 respondents ranging in age from 17 to 23 years old. The results revealed that young consumers believe that organic food products are healthier, better tasting, higher in quality, and safer when compared to conventional food. Supermarkets (69.9%) were revealed as the preferable places for respondents to buy organic food. In addition, vegetables (23%) and rice (21%) were revealed as the most frequently purchased organic food products. The pesticide-free attribute was the most frequently stated reason for buying organic food. Further, the majority of respondents (78.8%) stated that they had never been exposed to the Indonesian organic logo. Finally, almost 52% of respondents replied that they were willing to buy organic food products in the near future. These findings may benefit both organic sellers and retailers as they may assist in developing further marketing strategies to gain potential consumers.
El propósito del trabajo es analizar cómo las percepciones y creencias sobre salud y medio ambiente influyen en las decisiones de compra y consumo. Se examinó el etiquetado de productos orgánicos y las decisiones de compra y consumo mediante revisión de literatura sistemática, analizando documentos sobre la percepción de alimentos orgánicos, la toma de decisiones y la comercialización de productosorgánicos como opciones saludables
The demand for organic food is growing in developing countries, and Bangladesh is no exception. The rising use of pesticides, hormones, and formalin in conventional food items has boosted city-dwellers demand for organic food. This paper aims to study the key demographic variables in an emerging organic food market in Bangladesh. This study employed a random sampling technique, and a face-to-face interview was used to collect data from Dhaka city in Bangladesh. A total of 227 were completed, and valid responses were obtained. SPSS version 23 was used for analyzing data. Frequency distributions, crosstab analyses and Pearson Chi-square (2) difference tests were performed within and across the dimensions of demographic variables to evaluate differences between variables across respondents. Findings from the analysis show that consumers of both gender purchase organic food items; the majority are married and have at least college education. Results also show that marital status and monthly household income tend to impact the amount spent per week on organic food and the length of the time organic food is consumed. Findings also reveal that only a few sources are available for buying organic food items in Dhaka city. Marketers of organic food can use the findings of this study as a basis for market segmentation.
The objectives of this study were to examine the organic food consumption pattern and purchase intention of consumers towards organic food. Respondents were selected by using stratified convenience sampling method. The data was collected from Delhi (National capital Region). Out of 500 respondents personally interviewed, 442 questionnaires were completed and suitable for further analysis. Frequency distribution, percentage and cross tabulation were used as statistical tool to analyze data with the help of SPSS. The finding of the study reveled that the consumption of organic products has increased tremendously during last five years. Herbs, spices, pulses, vegetable, fruits and cereals were consumed frequently by the respondents. Specialized organic stores considered as most preferred place to buy organic food followed by karyana store, supermarket, and vegetable market. Majority of respondents come to know about organic food through Word-of-mouth communication followed by specialised organic food store, foreign visits. Internet, newspaper and magazine are major source of information for nutritional and safety updates. Organic India was the most preferred organic brand followed by 24 letter manta, Morarka and Sanjeevani. The study suggested that for improving awareness regarding organic food, the marketers and producers should conduct health campaigns, public lectures, and use print media and internet as effective tool to enhance the awareness about organic food among common people.
Dünyadaki sınırlı kaynakların hızla tükenmesi neticesinde ve gelecek nesiller adına daha sürdürülebilir bir toplum yaratılabilmesi amacıyla; daha sağlıklı ve çevreye daha saygılı şekilde beslenebilmek için, organik gıda tüketiminin de giderek arttığı gözlemlenmektedir. Özellikle de geleneksel olarak üretilen endüstriyel tarım ürünlerinin topluma, çevreye, hayvanlara ve insan sağlığına verdiği zararların iyice anlaşılmasından dolayı, organik tarım sistemiyle üretilerek pazara sunulan organik gıda ürünleri her geçen gün değer kazanmaktadır. Bu bağlamda yapılan bu çalışmanın asıl amacı; kavramsal açıdan ‘’Planlanmış Davranış Teorisi’’ modeline dayanılarak, bireylerin organik gıdaya yönelik tutumlarını hangi faktörlerin etkilediğini belirlemek ve buna bağlı olarak da bu tüketicileri organik gıda satın alma davranışına hangi etmenlerin teşvik ettiğini ortaya koymaktır. Buna göre İstanbul ilinde organik gıda satın alan 18 yaş ve üzerindeki katılımcılardan, kolayda örnekleme metoduyla toplanan 473 anket verisi, istatistiksel yöntemler kullanılarak analiz edilmiş ve yapılan analizler sonucunda da; sağlık endişesi, algılanan gıda güvenliği ve algılanan gıda fiyatı faktörlerinin, tüketicilerin organik gıdaya yönelik tutumlarını etkileyen unsurlar olduğu görülmüştür. Ayrıca buna bağlı olarak da bu bireylerin organik gıdaya yönelik tutumlarının, organik gıda satın alma davranışlarını etkilediği sonucuna ulaşılmıştır. Diğer taraftan besin değeri ve lezzet, algılanan gıda kalitesi ve çevresel kaygı faktörleri ise, bu araştırma kapsamında tüketicilerin organik gıdaya yönelik tutumları üzerinde etkili olmayan unsurlar olarak bulunmuştur.
Purpose
The paper aims to critically review the literature based on the factors identified by the authors to discuss and provide direction for future research. The purpose of this study is to identify and analyze the factors responsible for affecting consumers’ perceptions and purchasing attitudes toward organic food products.
Design/methodology/approach
The literature review follows the review methodology elaborating on key factors identified which affect the consumer’s perception and attitude toward organic farming and products. A total of 50 articles are downloaded from different sources such as Google Scholar and Scopus and later the articles were finalized based on core areas and specializations.
Findings
The findings reveal that the behavioral aspect plays a crucial role in the adoption of organic products by consumers; also various factors such as customer perspective, demand and supply, health aspect, cost-effectiveness, standard and reliability are responsible in endorsing organic products. The authors also reveal that among the factors mentioned, the lack of a supply chain market for organic products is the prime concern for the non-availability of products.
Research limitations/implications
The lack of effective distribution and promotion system affects the availability of organic food products.
Originality/value
The paper provides a comprehensive review of organic food in terms of highlighting the factors affecting the perception and purchasing attitude of consumers toward organic food products consumption. Also, the present review study gives an idea of organizing the literature on the organic food based on factors influencing the customer responses.
Barriers to developing the repairability of products appear to be relatively small. This chapter focuses on the effect of a lever that can be used by both manufacturers and users of household appliances to support product repairability: a "repairability" label. It aims to provide a better understanding of the effect of a "repairability" label on purchasing behavior in relation to household electrical products. Information directed at consumers is indeed a key factor in making the repairability of products a selling point and a purchasing criterion. Repairability is an argument for increasing consumer loyalty to the brand and it can enhance the image of a responsible company that is committed to combating product obsolescence and the creation of waste. Repairability seems to be a fundamental concept that favors both responsible consumption and corporate social responsibility.
Young people in India might be expected to contribute substantially to the demand for organic food. Yet little empirical research has been undertaken on the factors that drive organic food purchase of young Indians, and how organic food purchase intentions translate into purchase behavior. Drawing on the theory of planned behavior and informed by consumer behavior literature, this paper presents a model with five antecedents of organic food purchase intention and its relationship with purchase behavior. Survey data were obtained from 401 students at higher education institutions in North India. Through structural equation modeling attitude toward organic food purchases and subjective norms were found to significantly influence organic food purchase intention. Organic food purchase intention was found to strongly predict organic food purchase behavior. The research findings may assist Indian and international organic food producers and marketers in fine-tuning their strategies toward the particular demographic of young Indian buyers.
Existing studies have examined the demand elasticities for organic products only in select categories, and their results for consumers' sensitivity to price changes are inconsistent. Evidence regarding the effects of price promotions on the demand for organic foods vs non-organic foods is scarce. This study aims to (1) examine the own-price elasticities of organic foods vs non-organic counterparts both with and without a promotion in a variety of product categories, and (2) investigate how the distinctive promotion effects between organic and non-organic counterparts depend on food category features. Using purchase data for 36 food categories from the 2015 Nielsen Consumer Panel, we find differential own-price elasticities for organic and non-organic foods, regardless of whether the product is purchased with a promotion. When the products are purchased with a promotion, we find stronger price promotion effects of organic virtues than non-organic virtues and weaker price promotion effects of organic vices than conventional vices. Price promotions of organic foods are more likely to induce health-conscious consumers to switch from conventional purchases to organic purchases in virtues.
This study is intended to determine the factors affecting the consumer’s attitude and willingness to pay price premium for organic milk by analysing them using chi square test of independence and other simple descriptive method. The study reveals the result on the basis of both primary and secondary research. For this purpose, a survey of 155 respondents was conducted. SPSS software was used to get the results. According to the results, factors such as gender, annual income, prices offered, quality of organic milk and education had significant effects on consumers’ attitude. Overall, 58.1% of the respondents chose organic milk for their daily consumption. The average price willingness to pay was estimated to be 70-90 rupees per litre for organic milk. The results showed that insufficient availability, lack of knowledge and awareness and also the premium prices offered are all considered as the major pitfalls in the development of the organic market and consumption.
The main goal of the study was to see whether displaying product lifetime would influence a consumer's decision to purchase. In other words, would our consumption patterns change if the lifetime was indicated? Would we choose the same products if we had this information? The research concluded that no, we would not.
The experiment involved a sample of 2 917 participants scattered over five European countries (Belgium, Czech Republic France, Spain and the Netherlands). It was based on a simulated online purchase and so the bogus e-commerce site ILICO was designed. Consumers could surf on this site just as if it were a real e-commerce site, and once their basket had been validated, participants were directed to a questionnaire which gauged various socio-economic and psycho-social indicators.
The results showed that if they had information on product lifetime, consumers would choose to buy longer-lasting products: on average, a product's sales increased by 56% if its lifetime was longer than the lifetime of competing products.
Amaç: Bu çalışma, demlenmiş organik çay örneklerinin (infüzyonlarının) toplam antioksidan (TAS) ve toplam oksidan kapasitelerinin (TOS) değerlendirilmesi amacıyla planlanmış ve yürütülmüştür. Gereç ve Yöntem: Tüketime hazır poşetli (sallama) veya dökme olarak satılan organik (O) ve organik olmayan (K) çay çeşitleri marketlerden temin edilmiştir. Çay infüzyonları; i)paket üzerinde yazan demleme tarifine uygun şekilde ve ii)koşullar (konsantrasyon, süre vb.) sabit tutularak iki farklı şekilde demlenerek hazırlanmıştır. TAS (mmol/L) ve TOS (μmol/L) ölçümleri yapılmış ve oksidatif stres indeksleri (OSI) hesaplanmıştır. Bulgular: Tarifelerine göre hazırlanmış çay çeşitlerinin TAS değerleri (mmol/L) değerlendirildiğinde; adaçayı (O: 2.92±0.05 ve 1.86±0.02, p<0.05), kuşburnu (O:2.91±0.03 ve K:2.81±0.01, p<0.05), nane-limon (O:2.77±0.01, K:2.33±0.58, p<0.05) ve papatya (O:0.81±0.01, K:0.71±0.02, p<0.05) çaylarının organik olan ve olmayan çeşitlerinin TAS değerleri istatistiksel olarak farklı bulunmuştur (p<0.05). Adaçayı (O:2.124, K:3.295), sade siyah poşet çay (O:1.975, K:2.368), zencefil-limon (O:1.444, K:1.833), dökme siyah çay (O:1.407, K:2.492) ve yeşil çayın (2 g/2 mL) (O:1.182, K:2.937) organik çeşitlerinin organik olmayan çeşitlerine kıyasla OSI değerleri daha düşüktür (p<0.05). Aynı koşullarda demlenen organik çay çeşitlerinin TAS değerleri (mmol/L) karşılaştırıldığında ise; organik adaçayının TAS değeri (3.24±0.01) en yüksek iken organik zencefil-limon (0.99±0.04) ile papatya çayının (1.01±0.01) TAS değerinin daha düşük olduğu saptanmıştır (p<0.05). En yüksek OSI değerine sahip organik çay çeşidinin ise papatya çayı (3.435) olduğu bulunmuştur (p<0.05). Sonuç: Bazı organik çayların organik olmayan çeşitlerine kıyasla antioksidan kapasitesinin yanı sıra oksidan kapasitesinin de yüksek olduğu belirlenmiştir. Çayların antioksidan/oksidan kapasitesinin; bitki çeşidine, doza ve demleme yöntemine göre değişebildiği ve bu nedenle tüm organik çay çeşitlerinin organik olmayanlara kıyasla daha sağlıklı olduğu genellemesinin yapılamayacağı düşünülmektedir.
This study investigates factors influencing purchase intention of organic rice using Thailand as the case study. The theory of planned behavior (TPB) was adopted as a theoretical framework, and a conceptual framework is cross-validated through a three-pronged approach: literature reviews, expert interviews, and field survey. Then, exploratory factor analysis is performed to ensure the constructs’ validity and reliability. After that, structural equation modeling is employed to test the conceptual framework and hypotheses. Through the concrete study of more than 800 samples, surprisingly, the findings indicate that several factors significant to purchase intention in the literature were found to be insignificant in this study, which could be the result of cultural differences. These factors are perceived health and CSR, sensory perception, peer pressure, advertisement, perceived price and convenience, and perceived knowledge. Moreover, trust could be separated into two types, trust in documents and trust in non-documents, which are new findings never mentioned in the literature. In this study, only trust in documents and consumers’ experience significantly affects purchase intention of organic rice. Academic, managerial and policy implications are discussed.
Purpose
Over the past several decades, studies regarding consumer satisfaction for organic food (OF) have increased along with the rise in OF consumption. However, empirical research into satisfaction for organic products with respect to conventional goods is still needed. Along this line, the purpose of this paper is to understand the role of information in children’s satisfaction for organic and conventional fruit nectar.
Design/methodology/approach
A satisfaction questionnaire on 92 primary school pupils was collected during the tasting stages. A questionnaire surveying the participants’ habits with respect to OF and fruit nectar consumption was also administered. Descriptive analysis and ordinal logistic regressions were used to investigate any correlation between the participants’ evaluations of fruit nectar samples and the other variables investigated.
Findings
According to the results of this paper, children’s satisfaction scores are influenced by the information they learn regarding fruit nectar: satisfaction scores are higher when children know the fruit nectar is organic. Satisfaction is also influenced by age: older children are more likely to assign lower scores to fruit nectars. Also, the effect of information regarding the nature of fruit nectar (organic or conventional) on satisfaction scores is stronger in children whose families consume OF.
Research limitations/implications
Due to financial constraints, this research was conducted on a non-probability convenience sample and on a single food product (i.e. fruit nectar).
Practical implications
Regulatory policies should consider these influences when legislating on product labelling and the disclosure of product information. Consumer evaluations can be indeed influenced toward responsible, safe behaviour.
Originality/value
This study contributes to the investigation of the connection between product labelling and children’s food satisfaction. Particularly, this study has generated some important findings in the field of children’s perceptions of OF.
This article provides insight into the literature on consumer perceptions towards organic fruit and vegetables, attempting to identify factors that influence purchasing practices. Several supermarkets and fresh food markets in South Africa are now selling organically produced food items and consequently provide consumers with an alternative to conventionally grown food. However, limited research has been conducted in South Africa regarding consumer awareness and knowledge pertaining to organic produce and how consumer perceptions affect their purchasing practices. This article therefore provides a background to the organic food market in South Africa. From available literature, the article then goes on to explain the consumer behavior related to purchasing organic food produce, specifically with regard to socio-economic demographics and factors influencing willingness to pay a premium for organic produce. The article culminates in suggestions for further research to improve knowledge and understanding of the organic produce consumer in South Africa.
This paper investigates what factors and characteristics of organic consumers affect annual organic food expenditure by using Nielsen’s consumer panel dataset from 2010 to 2014. To be specific, this paper explores new marketing opportunities by investigating organic consumer heterogeneity in different household income levels by utilizing the multilevel model. Findings in this study will contribute to the previous and existing literature in three-folds. First, we find that the organic consumers are more heterogeneous in the high-level of income groups (approximately above 35,000 and 60,000 and around $40,000 have potential market segmentation. Second, we find that that annual organic expenditure is positively associated with consumers who consecutively repurchase organic food products compared to irregular organic consumers, supporting a different level of satisfaction. Third, we find that USDA organic labeling has a positive effect on annual organic expenditure compared to the organic labeling certified by private companies, implying the importance of credibility for the organic labeling.
Öz
Organik gıdalara olan talep ve organik gıda tüketiminin popülaritesi her geçen
gün artmaktadır. Organik gıdaları tüketmek ülkemizde yalnızca belirli bir kitlenin
benimsediği bir yaşam tarzına özgü olmaktan çıkmış ve artık birçok Türk tüketicinin
ortak noktası haline gelmiştir. Buna rağmen düzenli olarak organik gıda satın alan Türk
tüketicilerin motivasyonları hakkında bilinenler oldukça azdır. Bu çalışmada Zaltman
Metafor Çıkarım Tekniği kullanılarak sekiz Türk tüketici ile görüşülmüştür. Bu
çalışmada uygulanan metafor analizi, organik gıda tüketen tüketicilerin
motivasyonlarının anlaşılmasına katkı sağlamaktadır. Analiz sonuçlarına göre; üç derin
metafor (bireysel perspektif, toplumsal perspektif ve kazanım/fayda), dokuz tematik
kategori (sağlıklı yaşam, sosyal statü aracı, lezzete düşkünlük, doğaya uyumlu yaşama,
geçmişe duyulan özlem, çevre bilinci, kültürü yansıtması, yerel ekonomiye destek, iyi
hissetme) ve dokuz kavramsal metafor (kalkan, burjuvazi, gurme, doğasever, gelenekçi,
koruyucu melek, ayna, tutucu, anti-depresan) ortaya çıkarılmıştır.
Anahtar Kelimeler: Metafor çıkarım tekniği, organik gıda tüketimi, tüketici satın alma
motivasyonu
Abstract
The demand for organic foods and popularity of organic food consumption have been
increasing day-by-day. Organic foods have shifted from being a lifestyle choice for a small share of consumers to being consumed by many Turkish consumers. However, little is known about the motivations of Turkish consumers who regularly buy organic foods. In this study we interviewed eight Turkish consumers using Zaltman Metaphor Elicitation Technique. Our metaphor analysis contributes to an understanding of consumers’ motivations of organic food consumption. We derive three deep metaphor (individualistic perspective, sociological perspective and benefit), nine thematic categories (health, social status, lusciousness seeking, living in harmony with nature, environmental consciousness, nostalgia, cultural mirroring, supporting local farmers, subjective well-being) and nine conceptual metaphors (shield, bourgeoisie, foody, nature lover, traditionalist, guardian angel, mirror, conservative, antidepressant).
Keywords: Metaphor Elicitation Technique, organic food consumption, consumer purchase motivation
Evaluation of the sensory characteristics of food products has been, and will continue to be, the ultimate method for evaluating product quality. Sensory quality is a parameter that can be evaluated only by humans and consists of a series of tests or tools that can be applied objectively or subjectively within the constructs of carefully selected testing procedures and parameters. Depending on the chosen test, evaluators are able to probe areas of interest that are intrinsic product attributes (e.g., flavor profiles and off-flavors) as well as extrinsic measures (e.g., market penetration and consumer perception). This review outlines the literature pertaining to relevant testing procedures and studies of the history of sensory analysis of fluid milk. In addition, evaluation methods outside of traditional sensory techniques and future outlooks on the subject of sensory analysis of fluid milk are explored and presented.
Consumer research involving the assessment of products, be they food, beverages, fragrances or household products, traditionally takes the form of the paired preference test, preference ranking or hedonic scaling, usually on two, but sometimes three or four products. The tests are generally easy to conduct, easy to analyse, and are generally thought to give a good measure of relative acceptance or product preference. However this type of research does suffer from several disadvantages, the most important of which is that it can be very limited in providing clear diagnostic information about why a product performs the way that it does. The reasons for this are several-fold:
Consumers have a very limited vocabulary when it comes to describing their perceptions of products.
what this book tries to do
They often use attribute scales incorrectly and are subject to various biases when completing questionnaires.
Interpretation of paired test data can be more difficult than it first appears.
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Exciting Times for Organic Food
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