Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

An analysis of value in an organic food supply chain

An analysis of value in an organic food supply chain Purpose – Several studies focus on agri‐food value chain from a consumer or from a supply chain perspective. But there is little investigation integrating both approaches and providing empirical evidence from developing countries. The purpose of this paper is twofold: first, it describes the supply chain of organic products in Brazil, which is an emerging market. It describes how retailers manage its supply chain (wholesalers and small producers) in an organic own brand of fresh products. Second, this paper identifies the motivations, attitudes, beliefs and personal values behind Brazilian consumers' decision to purchase organic food. Design/methodology/approach – Qualitative and quantitative techniques were used in two stages. First, it presents a case study of the organic supply chain. Then, a survey carried out with 261 consumers at supermarkets in a Brazilian city is presented. Findings – The case study points out that retailers transfer to wholesalers the responsibility to manage small organic producers. It also suggests that as the organic product is under the retailer own brand, and therefore most of the value perceived by the consumer is retained by the retailer. Survey results indicate that organic consumers have strong individual values and benefits are the most significant predictors of attitude toward organic food for the Brazilian consumers interviewed. Availability is significantly related to the intent to purchase organic food, which is a key point for the supply chain to respond efficiently to consumers' demand. Research limitations/implications – This paper is based on a single case study and the survey is applied in only one city of Brazil. Originality/value – The study contributes to expand the value analysis through a combination of quantitative and qualitative techniques, including consumer behaviour and supply chain management in the same analysis. It also adds to the debate on value, proposing Schwartz Value Theory as a complementary approach to value analysis. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

An analysis of value in an organic food supply chain

Loading next page...
 
/lp/emerald-publishing/an-analysis-of-value-in-an-organic-food-supply-chain-LJ30Uf0Ja1
Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/BFJ-06-2011-0160
Publisher site
See Article on Publisher Site

Abstract

Purpose – Several studies focus on agri‐food value chain from a consumer or from a supply chain perspective. But there is little investigation integrating both approaches and providing empirical evidence from developing countries. The purpose of this paper is twofold: first, it describes the supply chain of organic products in Brazil, which is an emerging market. It describes how retailers manage its supply chain (wholesalers and small producers) in an organic own brand of fresh products. Second, this paper identifies the motivations, attitudes, beliefs and personal values behind Brazilian consumers' decision to purchase organic food. Design/methodology/approach – Qualitative and quantitative techniques were used in two stages. First, it presents a case study of the organic supply chain. Then, a survey carried out with 261 consumers at supermarkets in a Brazilian city is presented. Findings – The case study points out that retailers transfer to wholesalers the responsibility to manage small organic producers. It also suggests that as the organic product is under the retailer own brand, and therefore most of the value perceived by the consumer is retained by the retailer. Survey results indicate that organic consumers have strong individual values and benefits are the most significant predictors of attitude toward organic food for the Brazilian consumers interviewed. Availability is significantly related to the intent to purchase organic food, which is a key point for the supply chain to respond efficiently to consumers' demand. Research limitations/implications – This paper is based on a single case study and the survey is applied in only one city of Brazil. Originality/value – The study contributes to expand the value analysis through a combination of quantitative and qualitative techniques, including consumer behaviour and supply chain management in the same analysis. It also adds to the debate on value, proposing Schwartz Value Theory as a complementary approach to value analysis.

Journal

British Food JournalEmerald Publishing

Published: Sep 20, 2013

Keywords: Consumer behaviour; Value; Organic food supply chains; Organic food; Buyer‐seller relationship

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$499/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month