Organic food purchasing behaviour in Qatar and United Arab Emirates: a comparative case study

Abstract

Purpose This study aims to investigate the determinants of United Arab Emirates (UAE) and Qatar consumers’ perceptions of organic food. Design/methodology/approach Using a survey approach and focusing on six known determinants identified from empirical studies, data were analysed using a mean difference analysis and a multi-regression model. Findings Citizens in both countries had similar access to organic food products, yet consumer perceptions differed significantly. Given the geographical, cultural and topographical proximity and similarities of these countries, differences in the mean values indicate that targeted or bespoke marketing is required to attract customers. Research limitations/implications One limitation of this study its sample size that may limit the generalizability of its results. However, the highly statistically significant results offset this to some extent as the differences the authors have demonstrated are likely to be real. These do require confirmation by further similar studies. The study relied on a random sample of respondents who might have exhibited bias in answering questions. Practical implications The two countries central to this research study, the UAE and Qatar, have vested interests in supporting the organic food product market that mainly concern supporting and promoting the health of their citizens and the environment. As shown in this paper, the key obstacles preventing consumers’ accessing organic products are availability and price. With appropriate governmental subsidies and logistics support, however, these barriers can be overcome. Social implications If governments are sincere in their declarations that the health and welfare of their citizens is of prime importance, they will support attempts to promote the sale and consumption of organically grown food. The results of this study can help to inform such policies. Originality/value This study provides insights into the most important factors that influence consumers’ attitudes towards organic foods. This study fills a gap in the existing research on consumer buying behaviour for organic food in two Middle Eastern countries.