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Preferences and determinants for organic, conventional and conventional-plus products – The case of occasional organic consumers

Stolz, Hanna; Stolze, Matthias; Janssen, Meike and Hamm, Ulrich (2011) Preferences and determinants for organic, conventional and conventional-plus products – The case of occasional organic consumers. Food Quality and Preference, 22 (8), pp. 772-779.

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Summary

As a result of continuous growth in the organic market, organic food is increasingly available in conventional retail outlets, where organic products are placed alongside both conventional and so called conventional-plus products. Conventional-plus products are food products with particular attributes that also apply to organic products, such as ‘no artificial additives or flavours’. This overlap provokes the question whether conventional-plus products might compete with organic products.
The aim of our study was to identify occasional organic consumers’ preferences and underlying determinants in relation to organic, conventional and conventional-plus milk, fruit yoghurt and apples in Germany and Switzerland. To achieve these objectives, we conducted purchase simulations combined with face-to-face interviews. The data were analysed using contingency tables and multinomial logit models.
In the purchase simulations, a large proportion of consumers who usually buy conventional products switched to conventional-plus products. This indicates that conventional-plus products compete with conventional rather than with organic products. Consumer attitudes towards the attributes ‘from pasture-raised cows’, ‘no preventive use of antibiotics’, ‘no use of genetically modified organisms’, ‘organic production’, ‘domestic production’ and ‘higher price for higher quality’ determined their preferences for organic, conventional and conventional-plus products. Differences in attitudes between organic and conventional buyers were generally larger than those between conventional-plus and conventional buyers.


EPrint Type:Journal paper
Keywords:Organic, Consumer, Food choice, Preference, Attitude, Buying behaviour, Multinomial logit model Sozioökonomie, Konsumentenforschung, Konsumentstudien, Consumer studies, QLIF, FiBL 35001
Subjects: Food systems > Markets and trade
Values, standards and certification > Consumer issues
Research affiliation: European Union > QualityLowInputFood > Subproject 1: Consumer expectations and attitudes
Switzerland > FiBL - Research Institute of Organic Agriculture Switzerland > Socio-Economics
Germany > University of Kassel > Department of Agricultural- and Food Marketing
DOI:10.1016/j.foodqual.2011.06.011
Deposited By: Stolz, Dr. Hanna
ID Code:23045
Deposited On:31 Jul 2013 20:45
Last Modified:07 Jul 2014 08:25
Document Language:English
Status:Published
Refereed:Peer-reviewed and accepted

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