Comparable or Enriched: Influence of Temporal Distance upon Consumer Tradeoff between the Two Attributes

Abstract

Purpose -The aim of the study was to establish the status quo with regard to Tshwane housewives' awareness of organically produced food, the level of their self-rated knowledge on organically produced food, and the influence of this level of knowledge on their perceptions, attitudes and purchasing of organically produced food. Design/methodology/approach -A questionnaire was developed to obtain information on Tshwane housewives' self-rated level of knowledge of organically produced food, their purchasing behaviour, and their attitudes towards the product. Given a total population of approximately two million residents, multistage cluster sampling was applied, and 445 housewives were interviewed against a required minimum of 384 for probability purposes. Data were collected by means of personal interviews in the dwellings of housewives. The survey was conducted towards the end of 2010. Findings -Tshwane housewives are poorly aware of organically produced food. Only 43.4 percent are conversant with the topic, with approximately half of them being reasonably to well inform. Although 91.7 percent of those aware viewed organically produced food as healthy, only 48.2 percent of them had ever purchased it. More than half of all buyers found it difficult to recognise organically produced food in-store. However, a strong indication exists that an increase in the level of knowledge of organically produced food tends to increase positive perceptions and purchasing behaviour. Practical implications -The better informed consumers are about organically produced food, the more positive they are towards purchasing it. Marketing communication to make consumers aware and to increase their level of knowledge is of the utmost importance, in order to increase sales. Originality/value -Little research has been conducted on South African consumers' overall level of knowledge on organically produced food and the influence thereof on their perceptions, attitudes and purchasing behaviour. This research should contribute to the body of knowledge on the subject.