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Segmentation of organic food consumers: A revelation of purchase factors in organic food markets

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  • Daraboina, Rohini
  • Cooper, Orrin
  • Amini, Mehdi

Abstract

This paper examines consumer preferences and choice behavior in purchasing organic food products. Two studies investigate the role of organic food attributes in the consumer purchase decision and find the relative ranking of the attributes. Study I from 351 survey respondents in MTurk recognizes nine attributes for organic food purchase decisions. Study II surveys 298 MTurk participants to apply paired-choice analysis that reveals the relative preferences for attributes of organic food purchases on a ratio scale. Robustness and sensitivity analysis reveal the presence of a multi-segment organic food market. Segmentation analysis on the paired comparisons' results and validation on the clusters reveals three consumer segments: health-conscious, quality-conscious, and value-conscious. Notably, switching from organic to traditional foods is most likely from the value-conscious segment, whereas loyal behavior towards retailers can be expected from quality-conscious consumers.

Suggested Citation

  • Daraboina, Rohini & Cooper, Orrin & Amini, Mehdi, 2024. "Segmentation of organic food consumers: A revelation of purchase factors in organic food markets," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000067
    DOI: 10.1016/j.jretconser.2024.103710
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