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Consumers' associations with organic food

Jurgens, M.Z. (2015) Consumers' associations with organic food.

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Abstract:We established a framework of the conceptualisations of organic food by consumers with different purchase behaviours in order to increase the ability to respond to the growth of the organic food market by policy makers, advertisers, and food production companies. The current research therefore aimed to investigate what associations consumers with different purchase behaviours have with organic food on the basis of the Construal Level Theory. Specifically, we investigated consumers’ associations with organic food as well as organic meat and vegetables, in order to compare more abstract and concrete instances of the concept. We also examined differences in associations between consumers to increase understanding of the differences in perceptions of organic food. Furthermore, we examined differences in characteristics between the consumergroups in order to increase understanding of the consumers who always, occasionally, or never purchase organic food. We carried out a prototype analysis using convenience samples in two studies. Overall, the results showed associations related to environment, health, honesty, pesticides, and sustainability were deemed most central. The results also showed that consumers who always purchase organic food have a more positive and concrete conceptualisation of organic food than consumers who occasionally and never purchase organic food.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/68716
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