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Do Consumers Care About Where They Buy Organic Products? A Means-End Study With Evidence From Italian Data

In: Marketing Trends For Organic Food In The 21st Century

Author

Listed:
  • SIMONA NASPETTI

    (DIIGA, Polytechnic University of Marche, Ancona, Italy)

  • RAFFAELE ZANOLI

    (DIIGA, Polytechnic University of Marche, Ancona, Italy)

Abstract

The paper presents partial results from a European study on consumer motivations and perception of organic food, using the means-end theory and laddering.The means-end chain model (Reynolds and Gutman, 198813 ) gives the possibility to explicitly link product attributes to consumers needs and wants. This theory stands on associations: between concrete product attributes, abstract product attributes, functional consequences, psychological consequences, instrumental and terminal values. As a result, products attributes are means for consumer to obtain desired ends: consumers achieve values through benefits yielding self relevant product attributes.In order to explore the relevant cognitive structures of consumers regarding the place of purchase of organic food, 104 respondents were interviewed using the soft-laddering technique, an in-depth face-to face interviewing approach at measuring means-end chains. Consumers where interviewed in various part of Italy, and vary according to their gender, age, frequency of purchase of organic products, level of knowledge of organic products, and residence (rural vs. urban).The results (ladders) of this semi-qualitative interviews are coded and presented in a set of hierarchical structured value maps (HVMs). The results are discussed and analysed, using insights from previous research.

Suggested Citation

  • Simona Naspetti & Raffaele Zanoli, 2004. "Do Consumers Care About Where They Buy Organic Products? A Means-End Study With Evidence From Italian Data," World Scientific Book Chapters, in: George Baourakis (ed.), Marketing Trends For Organic Food In The 21st Century, chapter 15, pages 239-255, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812796622_0015
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    Citations

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    Cited by:

    1. Márcio Lopes Pimenta & Éderson Luiz Piato & Luiz Henrique de Barros Vilas Boas & Stella Naomi Moriguchi, 2012. "Flavor and wellbeing: relationship between product's attributes and consumers’ personal values of regional coffee brands," Brazilian Business Review, Fucape Business School, vol. 9(3), pages 119-140, July.
    2. Chad M. Baum & Robert Weigelt, 2019. "How Where I Shop Influences What I Buy: The Importance of the Retail Format in Sustainable Tomato Consumption," Economic Complexity and Evolution, in: Andreas Chai & Chad M. Baum (ed.), Demand, Complexity, and Long-Run Economic Evolution, pages 141-169, Springer.
    3. Yeong Sheng Tey & Poppy Arsil & Mark Brindal & Chi Teen Teoh & Han Wei Lim, 2017. "Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach," Sustainability, MDPI, vol. 9(11), pages 1-13, October.
    4. Gracia, Azucena & de Magistris, Tiziana, 2008. "The demand for organic foods in the South of Italy: A discrete choice model," Food Policy, Elsevier, vol. 33(5), pages 386-396, October.
    5. Chad M. Baum, 2013. "The Missing Link between Research and Reality: the significance of the relationship between retail format and organic food consumption," Jena Economics Research Papers 2013-049, Friedrich-Schiller-University Jena.

    More about this item

    Keywords

    Market Research; Marketing Strategies; Marketing Mix; Purchasing Behavior; Strategic Marketing;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management

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