IDEAS home Printed from https://ideas.repec.org/a/hmm/journl/v9y2019i1p10-27.html
   My bibliography  Save this article

Organic Food: Identifying Actionable Segments

Author

Listed:
  • BAGLIONE, Stephen L.
  • TUCCI, Louis A.
  • STANTON, John L.

Abstract

The purpose of this study is to identify the segments for organic fruits and vegetables that are most likely to buy organic. One thousand and thirty-two respondents were segmented on statements about organic fruits and vegetables: price, quality, availability, variety, and purchase intentions. Latent class clustering was used to identify the segments and actionable demographic variables. A three-cluster solution reveals age, gender, prior organic fruit purchase, and knowledge differ by segment. Younger knowledgeable (i.e., organic food and vegetables and general food and vegetable knowledge) females who have purchased organic before have the highest propensity to purchase organic. Education and household size were indistinguishable among segments. However it appears that price is still an obstacle to greater penetration regardless of the segment.

Suggested Citation

  • BAGLIONE, Stephen L. & TUCCI, Louis A. & STANTON, John L., 2019. "Organic Food: Identifying Actionable Segments," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 9(1), pages 10-27, March.
    • Handle: RePEc:hmm:journl:v:9:y:2019:i:1:p:10-27
    as

    Download full text from publisher

    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v9i1/2.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Batte, Marvin T. & Hooker, Neal H. & Haab, Timothy C. & Beaverson, Jeremy, 2007. "Putting their money where their mouths are: Consumer willingness to pay for multi-ingredient, processed organic food products," Food Policy, Elsevier, vol. 32(2), pages 145-159, April.
    2. Brown, Christina L & Carpenter, Gregory S, 2000. "Why Is the Trivial Important? A Reasons-Based Account for the Effects of Trivial Attributes on Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(4), pages 372-385, March.
    3. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    4. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    5. Faical Akaichi & Rodolfo M. Nayga, Jr & José M. Gil, 2012. "Assessing Consumers’ Willingness to Pay for Different Units of Organic Milk: Evidence from Multiunit Auctions," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 60(4), pages 469-494, December.
    6. V. Aslihan Nasir & Fahri Karakaya, 2014. "Underlying Motivations of Organic Food Purchase Intentions," Agribusiness, John Wiley & Sons, Ltd., vol. 30(3), pages 290-308, June.
    7. Zhifeng Gao & Ted C. Schroeder, 2007. "Effects of Label Information on Consumer Willingness-to-Pay for Food Attributes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(3), pages 795-809.
    8. Van Doorn, Jenny & Verhoef, Peter C., 2015. "Drivers of and Barriers to Organic Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(3), pages 436-450.
    9. Hans Jørn Juhl & Morten H. J. Fenger & John Thøgersen, 2017. "Will the Consistent Organic Food Consumer Step Forward? An Empirical Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 519-535.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Raza, Syed Ali & Shah, Nida & Nisar, Wasay, 2019. "Consumer Buying Behavior of Organic Food with Respect to Health and Safety Concerns among Adolescents," MPRA Paper 93570, University Library of Munich, Germany.
    2. Bahar Aydın Can, 2023. "Turkish Consumers’ Perceptions of Organic Milk and the Factors Affecting Consumption: The Case of Kocaeli, Türkiye," Sustainability, MDPI, vol. 15(13), pages 1-15, June.
    3. Xin Qi & Huaming Yu & Angelika Ploeger, 2020. "Exploring Influential Factors Including COVID-19 on Green Food Purchase Intentions and the Intention–Behaviour Gap: A Qualitative Study among Consumers in a Chinese Context," IJERPH, MDPI, vol. 17(19), pages 1-22, September.
    4. Robert Mai & Stefan Hoffmann & Ingo Balderjahn, 2021. "When drivers become inhibitors of organic consumption: the need for a multistage view," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1151-1174, November.
    5. Carla Rodriguez-Sanchez & Ricardo Sellers-Rubio, 2020. "Sustainability in the Beverage Industry: A Research Agenda from the Demand Side," Sustainability, MDPI, vol. 13(1), pages 1-10, December.
    6. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    7. Chen, Bo & Saghaian, Sayed, 2017. "Does Consumers’ Preference for Organic Foods Affect Their Store Format Choices?," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252827, Southern Agricultural Economics Association.
    8. Sandra Ferreira & Olga Pereira, 2023. "Antecedents of Consumers’ Intention and Behavior to Purchase Organic Food in the Portuguese Context," Sustainability, MDPI, vol. 15(12), pages 1-13, June.
    9. 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).
    10. Kuppelwieser, Volker G. & Klaus, Phil & Manthiou, Aikaterini & Boujena, Othman, 2019. "Consumer responses to planned obsolescence," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 157-165.
    11. Michaelidou, Nina & Hassan, Louise M., 2010. "Modeling the factors affecting rural consumers' purchase of organic and free-range produce: A case study of consumers' from the Island of Arran in Scotland, UK," Food Policy, Elsevier, vol. 35(2), pages 130-139, April.
    12. András István Kun & Marietta Kiss, 2021. "On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?," Sustainability, MDPI, vol. 13(3), pages 1-25, January.
    13. Hongru Yan & Huaqi Chai, 2021. "Consumers’ Intentions towards Green Hotels in China: An Empirical Study Based on Extended Norm Activation Model," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    14. Owusu, Victor & Owusu Anifori, Michael, 2013. "Consumer Willingness to Pay a Premium for Organic Fruit and Vegetable in Ghana," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(1), pages 1-20, February.
    15. Ting Chi & Jenisha Gerard & Alison Dephillips & Hang Liu & Jing Sun, 2019. "Why U.S. Consumers Buy Sustainable Cotton Made Collegiate Apparel? A Study of the Key Determinants," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    16. Mark Anthony Camilleri & Livio Cricelli & Roberto Mauriello & Serena Strazzullo, 2023. "Consumer Perceptions of Sustainable Products: A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-18, June.
    17. Dan-Cristian Dabija & Brandusa Mariana Bejan, 2018. "Green DIY store choice among socially responsible consumer generations," International Journal of Corporate Social Responsibility, Springer, vol. 3(1), pages 1-12, December.
    18. Jyrki Isojärvi & Jaakko Aspara & Reza Movarrei, 2022. "Revisiting the paradox of whether retail buyers behave more like consumers or industrial purchasers: the case of price discounts," Marketing Letters, Springer, vol. 33(3), pages 499-521, September.
    19. 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).
    20. Schott, Lenna & Bernard, John, 2015. "Comparing Consumer's WIllingness to Pay for Conventional, Non-Certified Organic and Organic Milk from Small and Large Farms," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-20, November.

    More about this item

    Keywords

    Organic Food; Actionable Segments;

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hmm:journl:v:9:y:2019:i:1:p:10-27. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Theodor Valentin Purcarea (email available below). General contact details of provider: http://holisticmarketingmanagement.ro .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.