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Understanding the Organic Consumer through Narratives: an International Comparison

Midmore, Prof Peter; Ayres, Ms Natasha; Lund, Mr Thomas Bøker; Naspetti, Dr Simona; Zanoli, Prof Raffaele and O'Doherty Jensen, Dr Katerine (2008) Understanding the Organic Consumer through Narratives: an International Comparison. Poster at: Cultivating the Future Based on Science: 2nd Conference of the International Society of Organic Agriculture Research ISOFAR, Modena, Italy, June 18-20, 2008.

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Summary

Consumer narratives drawing on life history, events and influences are used to explain evolving consumer behaviour with regard to purchasing and consumption of organic products. Triangulated qualitative interviews, involving 54 principal participants in major and average sized cities in Denmark, the UK and Italy form the empirical basis of the study, combined with shopping trip observation and supplementary interviews. The research uses Gardner’s (2004) concept of ‘change of mind’ as a starting point for analysis. While cultural and geographical contexts vary across countries, a key finding is that consumer behaviour co-evolves with market development. The study concludes that potential future marketing strategies must distinguish carefully between strongly committed and occasional consumers of organic products.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Poster
Keywords:European organic consumer analysis
Subjects: Food systems > Markets and trade
Research affiliation: International Conferences > 2008: IFOAM OWC: Research Track / ISOFAR > 5.2 Market and consumers
European Union > QualityLowInputFood > Subproject 1: Consumer expectations and attitudes
Deposited By: Midmore, Professor Peter
ID Code:12574
Deposited On:02 Oct 2008
Last Modified:12 Apr 2010 07:36
Document Language:English
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:This paper is published in the conference proceedings:
Neuhoff, Daniel; Halberg, Niels; Alfldi, Thomas; Lockeretz, William; Thommen, Andreas; Rasmussen, Ilse A.; Hermansen, John; Vaarst, Mette; Lck, Lorna; Carporali, Fabio; Jensen, Henning Hgh; Migliorini, Paola and Willer, Helga, Eds. (2008) .Cultivating the Future Based on Science. Proceedings of the Second Scientific Conference of the International Society of Organic Agriculture Research (ISOFAR), held at the 16th IFOAM Organic World Congress in Cooperation with the International Federation of Organic Agriculture Movements (IFOAM) and the Consorzio ModenaBio, 18 . 20 June 2008 in Modena, Italy.. International Society of Organic Agriculture Research (ISOFAR), c/o IOL, DE-Bonn, Research Institute of Organic Agriculture FiBL, CH-Frick. http://orgprints.org/13672 and http://orgprints.org/13674

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