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The Motivational Profile of Organic Food Consumers: a Survey of Specialized Stores Customers in Italy

Idda, Lorenzo; Madau, Fabio A. and Pulina, Pietro (2008) The Motivational Profile of Organic Food Consumers: a Survey of Specialized Stores Customers in Italy. In: Conference Proceedings (CD-ROM).

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Summary

Organic food demand is becoming increasingly important throughout the world. Despite this relevance, however, not many attempts have been carried out to profile this food market segment. This paper aims to investigate on motivations that drive consumers towards purchasing organic foods in Italy. Through a survey carried out in some organic specialized stores sited in Sardinia, we explored organic consumer behaviour with specific emphasis on understanding consumer reasons to buy organic products. A Multiple Correspondence Analysis has obtained four consumers’ motivational profiles and several findings. Furthermore, a Logit regression allowed us to evaluate the relationships between individual motivations and some socio-demographic characteristics of organic consumers. Some marketing and policy implications arise from the obtained results.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:Organic food purchase, Consumer’s motivational profilers, Logit regression
Subjects: Food systems
Food systems > Markets and trade
Research affiliation: Italy > Univ. Sassari
Italy
Italy > INEA National Institute of Agricultural Economy
Deposited By: Madau, Fabio
ID Code:14143
Deposited On:08 Sep 2008
Last Modified:12 Apr 2010 07:37
Document Language:English
Status:Published
Refereed:Not peer-reviewed

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