Segmentation of organic food buyers: an emergent market perspective

Peštek, Almir; Agić, Emir; Činjarević, Merima

doi:10.1108/bfj-04-2017-0215

Cited by 33 publications

(20 citation statements)

References 75 publications

(101 reference statements)

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“…The influence of knowledge on consumer’s buying behaviour and purchase intentions of OFP has also been identified by Rana and Paul (2017). Additionally, results found for Lisbon were also similar to other OFP emerging markets (Le‐Anh & Nguyen‐To, 2020; Peštek, Agic, & Cinjarevic, 2018).…”

Section: Discussionsupporting

confidence: 78%

Does country matter in urban organic food products consumption?

Marreiros

Dionísio

Lucas

2020

Int J Consumer Studies

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The main goal of this paper is to evaluate the possibility of finding international consumer segments in the organic food product (OFP) market. For that purpose, the power of country of residence in discriminating between urban frequent, occasional and non‐consumers of OFP was evaluated; and the most appropriate international segmentation bases for that market were studied. In order to achieve this goal, a survey of organic food consumers from Lisbon (Portuguese) and Berlin (German) was implemented through a structured questionnaire. Upon this, factorial and discriminant analysis was applied to the data. The results highlight the significance of the “Country” variable when distinguishing between groups of urban OFP consumers and non‐consumers as well as between frequent and occasional urban OFP consumers. The different levels of OFP consumption are mostly explained by the level of declared “OFP knowledge”. Therefore, we can conclude that in order to increase the consumption of OFP and dilute the effect of the country variable and to be able to work with international segments, marketers should aim to increase awareness and knowledge on these products. It is important to mention that this study was based on a non‐probabilistic sample and, consequently, generalizations of its conclusions must be made with care.

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Section: Discussionsupporting

confidence: 78%

Does country matter in urban organic food products consumption?

Marreiros

Dionísio

Lucas

2020

Int J Consumer Studies

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“…Considering the fact that that demographic analysis did not provide the information needed for successful targeting of organic food consumers, many authors applied segmentation analysis in order to identify the characteristics of different segments of organic food consumers. The results revealed that the same segments of organic food consumers cannot be found in all investigated markets, i.e., that organic food consumers have different demographic, psychographic, and behavioral characteristics, observed in different markets and different countries [9,20,25,26]. Therefore, different studies were conducted regarding consumer perception and barriers that prevent them from buying these products in order to better understand what drives the consumption of organic products.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Analysis of Marketing Factors Influencing Consumers’ Preferences and Acceptance of Organic Food Products—Recommendations for the Optimization of the Offer in a Developing Market

Melović

Ćirović

Dudić

et al. 2020

Foods

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Considering the benefits of the organic production system, it is recognized as one of the main drivers of future economic development. However, the imbalance between demand and supply at the local market level represents one of the serious obstacles that prevents its future growth. Therefore, this article examines the key factors related to the main elements of the offer that have the strongest impact on consumer preferences and acceptance of organic food products. In that sense, organic product, price, distribution channel, and promotion are considered the main elements of the offer and are analyzed in this paper from the consumer preferences perspective. Further, this article provides insight into some of the sensory properties of the offer that are important to consumers. Finally, it gives recommendations for optimization of the offer on the organic food market based on the analysis of the influence of each of those elements (product, price, distribution, and promotion) on consumer acceptance of organic products and making purchasing decisions. The data were collected using a questionnaire, and analyzed using the structural equation model (SEM). The results revealed that price and promotion have the strongest impact on consumer acceptance and buying decisions. Further analysis revealed that attitudes towards organic food products, price/quality ratio, distribution barriers, and modern media as a promotion instrument are the factors that have the most significant impact on consumer perception and attitudes towards the available market offer. These findings can help producers and other decision makers to better understand what creates added value of the organic food products in consumers’ mind and therefore make an offer that is in line with their expectations and preferences, which is recognized as one of the main prerequisites for the acceptance and purchase of organic food products.

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“…Actually it is not possible to define precisely all the dimensions related to this offer. Scholars are still working to provide valid information on strategic aspects such as the market segmentation (Hansen et al, 2018;Peštek et al, 2018;Sultan et al, 2018), the role of awareness (Asif et al, 2018), the willingness to pay higher prices (Aschemann-Witzel, and Zielke, 2017), the country of origin (Thøgersen et al, 2017), the relationship with health concern (Apaolaza et al, 2018) or the perspectives on production (Popović et al, 2018). Analyzing the evidences from the market, increasing sales are registered.…”

Section: The Eco-label Frameworkmentioning

confidence: 99%

The Influence of “Euro-Leaf” Logo on Consumers’ Choices: The Italian Case of Branded and Private Label Food Products

Morrone¹,

Schena²

2018

IJBM

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The eco-labels in food products is an increasing presence to underline a particular attention to sustainability issues by producers and, recently, also by retailers, through their private labels (PLs). In the last years there has been a proliferation of eco-labels, generating sometimes a real confusion in consumers' mind. Nevertheless, some of them could be really considered as a decisive factor to influence the purchasing process. It could be possible to affirm that they acquired a real "power", producing a tangible effect on consumers' behaviour. The present work is an attempt to calculate the effectiveness of one of the most well-known eco-label, "Euro-leaf", that indicates products coming from organic farming. The aim of the analysis is to evaluate its incidence in the choices related to food proposals. In particular, the latter have been considered in a double way, exploring the different categories among branded and PL offers, in the continuous challenge between these two branding policies in the retail sector. Therefore, to carry out the research, the methodology adopted has been the diffusion of a questionnaire to a wide sample. More of 1.000 Italian consumers have been reached using an on line platform, shaping a stratified sample. The data elaboration shows a final result where the euro-leaf logo is able to have the same positive influence on buying propensity related both to branded and PL products. Observing the dimension of this influence, valid information are provided for practitioners and researchers to highlight a market trend where all the potentials have not yet been expressed.

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Segmentation of organic food buyers: an emergent market perspective

Cited by 33 publications

References 75 publications

Does country matter in urban organic food products consumption?

Does country matter in urban organic food products consumption?

The Analysis of Marketing Factors Influencing Consumers’ Preferences and Acceptance of Organic Food Products—Recommendations for the Optimization of the Offer in a Developing Market

The Influence of “Euro-Leaf” Logo on Consumers’ Choices: The Italian Case of Branded and Private Label Food Products

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