TY - JOUR
T1 - Consumers’ grouping of organic and conventional food products
T2 - implications for the marketing of organics
AU - Denver, Sigrid
AU - Christensen, Tove
PY - 2014/8
Y1 - 2014/8
N2 - A detailed account of the way consumers choose to group different varieties of organic and conventional food produce might have practical implications in terms of improved space management in supermarkets and better targeted promotions of organic products. The results presented here were obtained in a case study using a web-based questionnaire and 849 Danish consumers. The consumers were asked to group the contents of a virtual basket of organic and non-organic fruits and vegetables into two smaller baskets. A significant share of the consumers grouped the food products according to whether or not they were organic. These consumers were found to have significantly higher levels of confidence in the benefits of organic produce, to state significantly higher levels of organic consumption and higher willingness to pay for organoleptic attributes of fresh milk, than consumers who placed fruits in one basket and vegetables in the other.
AB - A detailed account of the way consumers choose to group different varieties of organic and conventional food produce might have practical implications in terms of improved space management in supermarkets and better targeted promotions of organic products. The results presented here were obtained in a case study using a web-based questionnaire and 849 Danish consumers. The consumers were asked to group the contents of a virtual basket of organic and non-organic fruits and vegetables into two smaller baskets. A significant share of the consumers grouped the food products according to whether or not they were organic. These consumers were found to have significantly higher levels of confidence in the benefits of organic produce, to state significantly higher levels of organic consumption and higher willingness to pay for organoleptic attributes of fresh milk, than consumers who placed fruits in one basket and vegetables in the other.
U2 - 10.1080/10454446.2013.807404
DO - 10.1080/10454446.2013.807404
M3 - Journal article
SN - 1045-4446
VL - 20
SP - 408
EP - 428
JO - Journal of Food Products Marketing
JF - Journal of Food Products Marketing
IS - 4
ER -