Drivers of and Barriers to Organic Purchase Behavior |
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| Institution: | 1. Department of Marketing and Supply Chain Management, School of Business Administration, Wayne State University, Detroit, MI 48202, United States;2. Department of Marketing, Sam M. Walton College of Business, University of Arkansas, Fayetteville, AR 72701, United States;1. Marketing Department, Concordia University, 1455 De Maisonneuve Blv. W., Montreal, QC H3G 1M8, Canada;2. Concordia University Research Chair in Consumer Research, Marketing Department, Concordia University, 1455 De Maisonneuve Blv. W., Montreal, QC H3G 1M8, Canada;1. Department of Agricultural and Consumer Economics, University of Illinois at Urbana-Champaign, 1301 W. Gregory Dr., Urbana, IL 61801, USA;2. Charles H. Sandage Department of Advertising, University of Illinois at Urbana-Champaign, 810 S. Wright St., Urbana, IL 61801, USA;3. College of Business, University of Illinois at Urbana-Champaign, 515 E. Gregory Dr., Champaign, IL 61822, USA;1. Department of Human Sciences, University of Verona, Lungadige Porta Vittoria, 17 – 37129 Verona, Italy;2. Center for Assessment, University of Verona, Viale Università, 4 – 37129 Verona, Italy;3. Hector Research Institute of Education Sciences and Psychology, Eberhard Karls Universität, Europastraße, 6 – 72072 Tübingen, Germany |
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| Abstract: | Using a cost–benefit approach, this study is the first to jointly investigate supply-side factors and consumer characteristics that drive or hinder organic purchases. With scanner data that track actual purchase behavior in 28 product categories, the authors find that organic products are less popular in vice categories and categories with high promotional intensity and more popular in fresh versus processed categories. Biospheric values that reflect a person's concern for the environment and animal welfare increase organic purchases. Quality and health motives drive organic purchases only in certain categories, in particular categories with a low promotional intensity. Egoism and price consciousness act as barriers to organic purchases. |
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| Keywords: | Organic consumption Sustainability Food retailing |
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