Consumer attitudes toward organic foods: An exploration of U.S. market segments

Stanton, Julie V.; Guion, Deirdre T.

doi:10.1108/s0885-2111(2010)0000012004

Cited by 9 publications

(8 citation statements)

References 27 publications

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“…However, they are negative about the third dimension: perceived value (3.75). The price of organic food, in comparison to nonorganic food, appears to hold it back in gaining consumer buy-in, as reported in prior studies (see, e.g., Stanton & Guion, 2010). Overall, these results do not support our second proposition.…”

Section: Development Of Brand Equitycontrasting

confidence: 62%

“…Subcomponents of a brand's value may be shared across a large group of consumers (Aaker, 1991), while other aspects are meaningful only to a smaller group. In the case of "organic," studies have shown that most consumers understand the "environmentally friendly" aspect of "organic" while they then differ tremendously in other components of importance to them such as healthfulness or humane treatment of animals (Stanton & Guion, 2010). We take from this that there could be insight as to the value of "organic" if we view it through the lens of brand theory.…”

Section: The Us National Organic Standardmentioning

confidence: 97%

“…This is despite the creation of the U.S. National Organic Standard in 2002 and the associated U.S. Department of Agriculture (USDA) organic seal shown on packages and ads. Because consumers make varying connections to "organic" (Hughner, McDonagh, Prothero, Shultz, & Stanton, 2007;Stanton & Guion, 2010), additional work is needed to develop strategies that could bring the organic food industry into market prominence.…”

Section: Introductionmentioning

confidence: 99%

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Perceptions of “Organic” Food: A View Through Brand Theory

Stanton

Guion

2015

Journal of International Food & Agribusiness Marketing

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Section: Development Of Brand Equitycontrasting

confidence: 62%

Section: The Us National Organic Standardmentioning

confidence: 97%

Section: Introductionmentioning

confidence: 99%

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Perceptions of “Organic” Food: A View Through Brand Theory

Stanton

Guion

2015

Journal of International Food & Agribusiness Marketing

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“…For USDA goals of confident consumers to be realized, consumers must gain knowledge, something more difficult to do from more "fleeting" information sources like television food ads. In addition, Stanton and Guion (2010) showed that consumers rate magazines highly among media choices from which to obtain information to guide food choices.…”

Section: Methodsmentioning

confidence: 98%

Advertising the U.S. National Organic Standard: A Well-Intentioned Cue Lost in the Shuffle?

Guion

Stanton

2012

Journal of Promotion Management

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The 2002 implementation of the National Organic standard and development of the USDA organic seal gave food advertisers a new tool with which to communicate food characteristics to consumers. Based principally on farm and manufacturing practices, the standard offers consumers an expansion of their food choices. Parents of young children have been shown to have particular interest in organic food. Using parent-targeted magazine-based food ads, this paper explores how organic has been promoted, how its advertising strategy compares to that for conventional foods, and whether organic food has been appropriately differentiated from conventional foods such that the USDA organic seal carries a significant and unique meaning to both consumers and the food industry. The content analysis shows that the period following the implementation of the National Organic Program exhibits a general upward trend in usage of health-related cues but minimal increase in use of terms associated with the "organic" ideal. A direct comparison of organic and non-organic food ads shows that there has been little leakage of terminology related to "organic" into mainstream food advertising strategy. Most importantly, we find that "organic" is intermixed with health cues, contributing to the often-found consumer perception that "organic" means "healthier," and suggesting that the goals of the NOP to offer consumers a clear definition and a way to reduce confusion have not been met in advertising strategy.

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“…Q methodology is a robust technique for measuring subjective attitudes, opinions, viewpoints, and beliefs (Cross, ; Stanton & Guion, ). By presenting statements to participants (Steelman & Maguire, ), the methodology provides a sound statistical basis for exploring attitudes toward environmental issues (Barry & Proops, ), is ideal for exploring conceptually and empirically underdeveloped phenomena (Stanton & Guion, ) and for holistically discovering inner parameters associated with motivations, recognition, attitudes, and experiences (Kim & Lee, ). Consequently, Q‐methodology is appropriate for studying perceptions, attitudes, and behaviors regarding sustainable fashion.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Perceptions, attitudes, and behaviors toward sustainable fashion: Application of Q and Q‐R methodologies

Song

2017

Int J Consumer Studies

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While sustainability has increasingly attracted the attention of scholars and practitioners, consumer attitudes and behaviors toward sustainable consumption have not yet been elucidated. The decision‐making process around sustainable consumption involves diverse and complex considerations including some forms of compromise (tradeoff). In addition, sustainability is a broad and subjective concept, and is not a primary attribute of a product Impacting the choices of consumers. Therefore, it is necessary to apply new methods to overcome the limitations of conventional evidence‐based research. This research uses Q and Q‐R methodologies to identify consumers' subjective viewpoints toward sustainable fashion and to present socio‐demographic differences across segments of sustainable fashion consumers. Study 1 uses Q methodology to interview 26 consumers and to identify four types of decision makers: doubtful egoists, single‐minded bystanders, wavering intellects, and opinion leaders. Study 2 uses Q‐R methodology to verify the psychological and socio‐demographic variables among 328 consumers. The research provides useful suggestions for selecting and approaching target consumer segments in the sustainable fashion industry.

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Consumer attitudes toward organic foods: An exploration of U.S. market segments

Cited by 9 publications

References 27 publications

Perceptions of “Organic” Food: A View Through Brand Theory

Perceptions of “Organic” Food: A View Through Brand Theory

Advertising the U.S. National Organic Standard: A Well-Intentioned Cue Lost in the Shuffle?

Perceptions, attitudes, and behaviors toward sustainable fashion: Application of Q and Q‐R methodologies

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