Organic EprintsTargeting occasional buyers - the need for quality related communication approachesAntonellaBodiniauthorToralfRichterauthorRudolfFelderauthorOccasional organic buyers often purchase selected organic food items according to perceived added value in terms of quality and food safety issues or perceived additional ecological and social performances along the supply chain. They clearly take a more critical view of organic food and the organic farming concept in general than regular buyers do (Richter et al., 2004; Zanoli, 2004). The main barrier preventing this group from expanding its consumption of organic food is the higher price, which, in their perception, is not justified sufficiently by added quality attributes. However, in many cases the underlying problem is related to the complexity of quality profiles which are less transparent and understandable. To tackle this issue, the paper discusses quality-related communication approaches based on a literature review and an experimental test by using the IDM method. The authors recommend gathering the relevant information attributes of organic food, relating to specific product characteristics, to focus the communication on key quality attributes and to use personal promotion of producers. Markets and trade2006Conference paper, poster, etc.

Deposit Agreement

In depositing this eprint (a collection of files and associated bibliographic metadata), I grant Organic Eprints the right to make it permanently available on-line, with open access to all or in accordance with any access restrictions that I have specified. (Removal of eprints from the public archive is strongly discouraged, but will be granted upon request.)
I understand that Organic Eprints does not assume any responsibility if there is any breach of copyright in distributing these files or metadata.

For work being deposited by its own first author: I declare that this eprint is my own intellectual property and that I have the right to make it available in Organic Eprints in the manner chosen.

For work being deposited by someone other than its first author: I declare that I have gained the proper permissions from someone with the right to make this eprint available in Organic Eprints in the manner chosen - or that the material is in the public domain.

Clicking on the deposit button indicates your agreement to these terms. If you do not wish to deposit the eprint right now you can return to your user area, where you will find this eprint in your workspace. You can then later edit, clone and deposit it.