When organic products are tasty: Taste inferences from an Organic = Healthy Association

Nadricka, Kristina; Millet, Kobe; Verlegh, Peeter W.J.

doi:10.1016/j.foodqual.2020.103896

Cited by 55 publications

(33 citation statements)

References 39 publications

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“…However, it is important to consider the recent growing relevance, in organic consumption, of credence attributes as compared with experience attributes, and therefore these results should not be considered immediately contrary to the mainstream. Finally, it is also possible that organic products are evaluated as higher in perceived taste due to their increased healthiness [ 99 ], which would allow us to infer that consumers could, in the presence of both attributes, choose the health benefit predictor as being more relevant.…”

Section: Discussionmentioning

confidence: 99%

The Organic Food Choice Pattern: Are Organic Consumers Becoming More Alike?

Nunes

Madureira

Veiga

2021

Foods

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There is no doubt that the search for organic products is already more than a trend; it is an indisputable reality. More and more people are opting for a healthier lifestyle that starts with food, which has awakened a growing interest in understanding the reasons for these purchases. The motivational attributes of consumers’ decisions regarding the consumption of organic products are the main aim of this study. The survey included 250 respondents that filled a questionnaire by email and by personal interviews. We used a non-probabilistic sampling method, namely convenience sampling and the best–worst scaling method to analyze 10 attributes of organic purchasing decisions. Then, we studied the impact of the classification variables age, gender, academic level, place of residence, children under 18 living at home, and place of purchase of organic products on the attributes. Applying a chi-square test, we only obtained statistically significant differences for children under 18 living at home and the certification warranty (p = 0.011). The results show the dominance of credence attributes and egoistic motivations on organic consumption and may indicate a path towards the standardization of the organic consumer profile. This study emphasized that we may be facing a new organic consumer, for whom health-related factors are not just significant but overwhelming as well.

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Section: Discussionmentioning

confidence: 99%

The Organic Food Choice Pattern: Are Organic Consumers Becoming More Alike?

Nunes

Madureira

Veiga

2021

Foods

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“…Consumers tend to be cognizant of the fact that consuming products with environmentally compatible properties offers them additional advantages compared to conventional options [63,64]. For example, consumers consider organic products to be tastier, owing to their perception of taste being influenced by the "organic equals healthy" association [65]. Similarly, local products are also considered to be fresher and tastier than other products [66].…”

Section: Hypothesis Development 31 Utilitarian Environmental Benefimentioning

confidence: 99%

Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior

et al. 2020

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This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers’ intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females’ purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.

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“…Regarding the effect of quality and enjoyment orientation on organic food consumption, however, previous studies have produced contradictory results (Nadricka et al, 2020 ). Some research has shown that consumers of organic food prefer high quality and exclusive food (Padilla Bravo et al, 2013 ; Rana and Paul, 2020 ).…”

Section: Literature Review: Food-related Values and Organic Food Consmentioning

confidence: 98%

“…Other studies have not been able to find any effect of quality and enjoyment orientation on the purchase of organic food (Van Doorn and Verhoef, 2015 ), or have even found that consumers with high quality and enjoyment orientation buy less organic food (Hauser et al, 2013 ). A possible explanation for these conflicting results regarding consumers' quality orientation may be related to product-specific differences in preferences for organic products (Nadricka et al, 2020 ). For example, a study by Van Doorn and Verhoef ( 2011 ) has shown that consumers associate organic production with lower quality when it comes to products that promise immediate pleasurable experience, such as cheese, chips, salty biscuits, chocolate, cookies, pastries, and candy, etc.…”

Section: Literature Review: Food-related Values and Organic Food Consmentioning

confidence: 99%

“…However, also recent research points to interesting differences between consumers' taste perceptions of healthy and unhealthy organic food products. Nadricka et al ( 2020 ) found that healthy food is perceived to be tastier when it has an organic label (compared to the same food without an organic label). For unhealthy food, however, this effect was not observed.…”

Section: Literature Review: Food-related Values and Organic Food Consmentioning

confidence: 99%

See 1 more Smart Citation

How and Why Does the Attitude-Behavior Gap Differ Between Product Categories of Sustainable Food? Analysis of Organic Food Purchases Based on Household Panel Data

Schäufele

Janßen

2021

Front. Psychol.

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Organic agriculture promotes the transformation toward sustainability because of positive effects for the environment. The organic label on food products enables consumers to make more sustainable purchasing decisions. Although the global market for organic food has grown rapidly in recent years, only a part of the organic product range benefits from this positive trend. To develop the organic market further, it is important to understand the food-related values and attitudes that drive the purchase of organic food. Previous research on this topic has suffered from two main weaknesses. Firstly, most studies have been based on surveys and rely on stated behavior instead of actual purchase behavior. Secondly, the focus of most extant studies is predominantly on organic food in general or on food products with a relatively high organic market share, such as milk and eggs. To address this knowledge gap, the present study analyzes the value-attitude-behavior relationship by means of structural equation modeling using household purchase panel data from GfK. The paper provides evidence for the existence of an attitude-behavior gap in the organic market, with this gap found to be much stronger in the case of meat, frozen food, cheese, and sweets than for organic purchases in total. Analysis in different product categories reveals that while purchase behavior is driven by the same food-related values, their relative importance differs.

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When organic products are tasty: Taste inferences from an Organic = Healthy Association

Cited by 55 publications

References 39 publications

The Organic Food Choice Pattern: Are Organic Consumers Becoming More Alike?

The Organic Food Choice Pattern: Are Organic Consumers Becoming More Alike?

Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior

How and Why Does the Attitude-Behavior Gap Differ Between Product Categories of Sustainable Food? Analysis of Organic Food Purchases Based on Household Panel Data

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