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Sustainable Consumption: Proposal of a Multistage Model to Analyse Consumer Behaviour for Organic Foods

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  • Francisco José Torres‐Ruiz
  • Manuela Vega‐Zamora
  • Manuel Parras‐Rosa

Abstract

Explanatory models of consumer behaviour can be used to steer decision‐making in the complex task of designing generic strategies to increase sustainable consumption. This paper proposes an operational model which assumes that the purchase of an organic food is a complex process that can be broken down into phases. It is applied to a concrete case – organic olive oil in the Spanish market – quantifying each phase to determine which ones should be acted on to increase demand. Results indicate that it is possible to adopt the model proposed, and that the problems hindering consumption are a lack of confidence in organic certification, not perceiving differences between organic and conventional foods, and the perception of barriers in their purchase. Given the context, marketing communications strategies have a key role to play. This model can be used to analyse the specific situation of each market and propose development strategies. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

Suggested Citation

  • Francisco José Torres‐Ruiz & Manuela Vega‐Zamora & Manuel Parras‐Rosa, 2018. "Sustainable Consumption: Proposal of a Multistage Model to Analyse Consumer Behaviour for Organic Foods," Business Strategy and the Environment, Wiley Blackwell, vol. 27(4), pages 588-602, May.
    • Handle: RePEc:bla:bstrat:v:27:y:2018:i:4:p:588-602
    DOI: 10.1002/bse.2022
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    3. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Jing Shao & Wenchao Li & Cedric Aneye & Wei Fang, 2022. "Facilitating mechanism of green products purchasing with a premium price—Moderating by sustainability‐related information," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 686-700, May.
    5. Kathleen Jacobs & Jacob Hörisch, 2022. "The importance of product lifetime labelling for purchase decisions: Strategic implications for corporate sustainability based on a conjoint analysis in Germany," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1275-1291, May.
    6. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Manuela Vega-Zamora & Manuel Parras-Rosa & Francisco José Torres-Ruiz, 2020. "You Are What You Eat: The Relationship between Values and Organic Food Consumption," Sustainability, MDPI, vol. 12(9), pages 1-13, May.
    8. Senthilkumaran Piramanayagam & Samita Sen & Partho Pratim Seal, 2024. "Sustainable consumption behaviour among guests in luxury hotels through the lens of the extended theory of planned behaviour," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(10), pages 25397-25413, October.
    9. Paweł Bryła, 2019. "Regional Ethnocentrism on the Food Market as a Pattern of Sustainable Consumption," Sustainability, MDPI, vol. 11(22), pages 1-19, November.
    10. Julien Geissmar & Thomas Niemand & Sascha Kraus, 2023. "Surprisingly unsustainable: How and when hindsight biases shape consumer evaluations of unsustainable and sustainable products," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5969-5991, December.
    11. Piotr Kulyk & Mariola Michalowska & Lukasz Augustowski, 2020. "Sustainable Consumption in the Market of Food Production: The Case of Lubuskie Voivodeship," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 225-240.

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