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Organic product avoidance Reasons for rejection and potential buyers’ identification in a countrywide survey

Organic product avoidance Reasons for rejection and potential buyers’ identification in a... The present study attempts to offer more insights into the Greek organic market. It examines the organic products as "eco-products", suitable for "green" consumers, conscious in matters of ecology-environment, who follow a wider health and quality-sensitive stance of life. Analyzing a countrywide sample, the survey concludes that three consumer types exist in terms of attitude towards, purchase intention and awareness of organic products: the "unaware", the "aware non-users", and the "aware users" (or simply users) of organic food products. After developing a detailed profile of the other two, the "aware non-users" type is segmented in terms of five groups of personality and behavioral factors defined in the international literature as the driving forces of organic purchase. Then, organic products' rejection reasons and potential organic buyer segments are revealed and their profile is fully described. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Organic product avoidance Reasons for rejection and potential buyers’ identification in a countrywide survey

British Food Journal , Volume 104 (3/4/5): 28 – Apr 1, 2002

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References (46)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070700210425697
Publisher site
See Article on Publisher Site

Abstract

The present study attempts to offer more insights into the Greek organic market. It examines the organic products as "eco-products", suitable for "green" consumers, conscious in matters of ecology-environment, who follow a wider health and quality-sensitive stance of life. Analyzing a countrywide sample, the survey concludes that three consumer types exist in terms of attitude towards, purchase intention and awareness of organic products: the "unaware", the "aware non-users", and the "aware users" (or simply users) of organic food products. After developing a detailed profile of the other two, the "aware non-users" type is segmented in terms of five groups of personality and behavioral factors defined in the international literature as the driving forces of organic purchase. Then, organic products' rejection reasons and potential organic buyer segments are revealed and their profile is fully described.

Journal

British Food JournalEmerald Publishing

Published: Apr 1, 2002

Keywords: Consumer behaviour; Cluster analysis; Segmentation

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