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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, V. and Sirieix, L. (2005) Consumer competence and loyalty in a highly uncertain market: a novel learning mechanism in relation to organic farming. Speech at: International Scientific Conference on Organic Agriculture, Researching Sustainable Systems, Adelaide, Australia, September 21 – 23, 2005.

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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.1


EPrint Type:Conference paper, poster, etc.
Type of presentation:Speech
Keywords:Consumer behaviour, consumer attitudes, learning, Organic market, communication
Subjects: Farming Systems > Social aspects
Research affiliation: France > INRA - Institut National de la Recherche Agronomique
France > GRET - Groupe de recherches et d’échanges technologiques
France > Other organizations
Deposited By: Sylvander, Director of Research Bertil
ID Code:6724
Deposited On:27 Dec 2005
Last Modified:12 Apr 2010 07:32
Document Language:English
Refereed:Not peer-reviewed

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