Consumers’ Perceptions and Behaviors Regarding Organic Fruits and Vegetables: Marketing Trends for Organic Food in the Twenty-First Century

Vukasović, Tina

doi:10.1080/08974438.2015.1006974

Cited by 37 publications

(33 citation statements)

References 15 publications

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“…Starting with organic milk, more affluent consumers with green and ethical attitudes emerge as main consumers, thereby confirming previous studies (Schröck, ; Vukasovič, ). Consumers who have positive green and ethical attitudes but have lower disposable incomes do not consume organic milk, which supports the literature that price is a barrier (Aschemann‐Witzel & Niebuhr Aagaard, ; Buder et al, ).…”

Section: Discussionsupporting

confidence: 88%

“…By contrast, the presence of children aged between 11 and 17 years has a positive effect on the consumption of organic milk, supporting the conclusions of Ngobo (). Consumers aged between 25 and 44 years are consuming organic milk, supporting the research of Wier et al (), and hence help to clarify previous contradictory results (Aschemann‐Witzel & Niebuhr Aagaard, ; Van Herpen et al, ; Vukasovič, ). Female consumers are more likely to purchase organic milk than their male counterparts, which helps to clarify previously inconclusive results (Diamantopoulos et al, ; Fisher et al, ).…”

Section: Discussionsupporting

confidence: 78%

“…Compared to mixed ethnicities, White and Asian ethnicities have a negative influence on the consumption of organic milk. This is a new contribution to the literature (Schröck, ; Vukasovič, ).…”

Section: Discussionmentioning

confidence: 83%

“…Taking the example of organic products, the term "organic" has been defined in various ways. The definition itself remains quite vague for mainstream consumers, which is perhaps the reason why they struggle with understanding the meaning behind organic labels, logos and certifications (Vukasovič, 2016). According to the US Department of Agriculture's National Organic Standards Board (USDA, 1995) the definition of organic agriculture is "an ecological production management system that promotes and enhances biodiversity, biological cycles, and soil biological activity."…”

Section: The Market For Sustainable Productsmentioning

confidence: 99%

“…Taking the example of organic products, the term “organic” has been defined in various ways. The definition itself remains quite vague for mainstream consumers, which is perhaps the reason why they struggle with understanding the meaning behind organic labels, logos and certifications (Vukasovič, ). According to the US Department of Agriculture's National Organic Standards Board (USDA, ) the definition of organic agriculture is “an ecological production management system that promotes and enhances biodiversity, biological cycles, and soil biological activity.” By contrast, the European Commission defines organic production as “an overall system of farm management and food production that combines best environmental practices, a high level of biodiversity, the preservation of natural resources, the application of high animal welfare standards and a production method in line with the preference of certain consumers for products produced using natural substances and processes” (EC, ).…”

Section: Introductionmentioning

confidence: 99%

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Breaking niche sustainable products into the mainstream: Organic milk and free‐range eggs

et al. 2018

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We contribute to the existing literature on factors influencing sustainable product consumption behavior by (a) employing actual supermarket sales data from over 300 outlets in England covering up to 18 million customers, and by (b) examining two products that can both be labeled as sustainable but have very different market positions: organic milk as a typical niche product, and free‐range eggs which (based on market share) can be seen as a mainstream product. Our study has looked into the influence of factors such as deprivation and race, which have not previously been looked into. The results partially confirm previous research, which is mostly based on self‐reported behavior, identifying both price and deprived catchment areas as barriers but green attitudes as a facilitator while more affluent people purchase organic milk. What is new from our work is that convenience stores have a negative influence and for organic milk, older families and those aged 25–44 years have a positive influence. Crucially, we identify clear differences between purchasing behaviors regarding niche and mainstream products in our analysis: while purchases of organic milk can be predicted by a wide range of sociodemographic factors, this is not the case for free‐range eggs. Here, besides price and green attitudes, there are no other influences on behavior. The results of our study can therefore provide fresh insight into the debate around recent attempts to mainstream sustainable product consumption.

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Section: Discussionsupporting

confidence: 88%

Section: Discussionsupporting

confidence: 78%

Section: Discussionmentioning

confidence: 83%

Section: The Market For Sustainable Productsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Breaking niche sustainable products into the mainstream: Organic milk and free‐range eggs

et al. 2018

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Conflicting Consumer Beliefs Influencing Eco‐Innovation Adoption: Motives and Barriers for Accepting the Laser Marking of Organic Products

Pfiffelmann,

Untilov,

Thøgersen

et al. 2024

Psychology and Marketing

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In response to regulatory requirements and consumer demand for sustainable products, producers of organic products are beginning to use laser marking to reduce packaging and, thereby, packaging waste. However, the consumer responses to this “high‐tech” eco‐innovation remain unexplored. Using a mixed‐method approach, we collected qualitative and quantitative data on responses to the laser marking of organic products from 328 French participants. Guided by the theory of consumption values and innovation resistance theory, we conducted a thematic analysis of answers to an open‐ended question which probed consumers' motives for and barriers to adopting laser marking. The most frequently stated motive was ecological benefits, and the most reported barriers were risks and tradition. Structural equation modeling revealed that attitudes toward laser‐marked organic products are positively impacted by social, emotional, and functional values and are negatively impacted by barriers related to images and emotions. Consumers' attitudes toward laser‐marked organic products strongly affect their willingness to buy such products. To increase the acceptance of laser marking, managers and policymakers should mitigate false‐negative consumer perceptions, including doubts about its eco‐friendliness and safety, thereby facilitating greater acceptance of this eco‐innovation.

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How Does Dietarian Identity Influence Purchase Intention and Consumer Trust?

Hungara,

Nobre

2024

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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Consumers’ Perceptions and Behaviors Regarding Organic Fruits and Vegetables: Marketing Trends for Organic Food in the Twenty-First Century

Cited by 37 publications

References 15 publications

Breaking niche sustainable products into the mainstream: Organic milk and free‐range eggs

Breaking niche sustainable products into the mainstream: Organic milk and free‐range eggs

Conflicting Consumer Beliefs Influencing Eco‐Innovation Adoption: Motives and Barriers for Accepting the Laser Marking of Organic Products

How Does Dietarian Identity Influence Purchase Intention and Consumer Trust?

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