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Consumer competence and loyalty in a highly uncertain market: a novel learning mechanism in relation to organic farming

Sylvander, Bertil; François, Martine; Persillet, Vanessa and Sirieix, Lucie (2005) Consumer competence and loyalty in a highly uncertain market: a novel learning mechanism in relation to organic farming. Paper at: Researching Sustainable Systems - International Scientific Conference on Organic Agriculture, Adelaide, Australia, September 21-23, 2005. [Unpublished]

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Summary

This study presents a novel learning process for consumers in relation to organic farming. The conditions for the development of consumer loyalty were studied against a background of great uncertainty about this market in relation to changes in consumer behaviour. Consumer competence with regard to organic farming was evaluated through cognitive and experiential experiments (labelled ‘myth’ or ‘management’). Group effects and learning effects (‘complete’ or ‘incomplete’ learning) were variously observed in the different tests. Indeed, both the cognitive phase, directed at ‘management’, and the experiential phase contributed to an improvement in consumer competence. However, improvement was not lasting in all respects. The study provides some insight into the conditions surrounding the consumer learning process in a selected field.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:Consumer behaviour, consumer attitudes, learning, organic farming, organic market, communication
Subjects: Food systems > Markets and trade
Research affiliation: International Conferences > 2005: 1st ISOFAR Conference > 2005: 1st ISOFAR Conference
Related Links:http://orgprints.org/4013/, http://www.isofar.org/adelaide2005, http://orgprints.org/view/projects/int-conf-isofar-2005.html
Deposited By: ISOFAR,
ID Code:4485
Deposited On:23 Nov 2005
Last Modified:12 Apr 2010 07:30
Document Language:English
Status:Unpublished
Refereed:Peer-reviewed and accepted
Additional Publishing Information:The paper presented here is the final paper submitted by the authors to the conference Researching Sustainable Systems.
The final edited papers are available with the following publication:
Köpke, Ulrich; Niggli, Urs; Neuhoff, Daniel; Cornish, Peter; Lockeretz, Willie und Willer, Helga, (Hrsg.) (2005) Researching Sustainable Systems. Proceedings of the First Scientific Conference of the International Society of Organic Agriculture Research (ISOFAR), Held in Cooperation with the International Federation of Organic Agriculture Movements (IFOAM) and the National Association for Sustainable Agriculture, Australia (NASAA), 21 – 23 September 2005, Adelaide Convention Centre, Adelaide, South Australia.. Research Institute of Organic Agriculture FiBL, CH-Frick, and International Society of Organic Agriculture Research (ISOFAR), c/o Institute of Organic Agriculture (IOL), DE-University of Bonn. http://orgprints.org/4013/
Distribution: Paper copies may be ordered from FiBL at a cost of 28 Euros plus mailing costs (see FiBL shop at http://www.fibl.org/shop); FiBL order number 1394. A PDF version is available free of charge for ISOFAR members via the member area of www.isofar.org.

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