Organic food purchasing behavior – Causal analytical study of the determinants of demand for organically produced food.

Abstract

For organic food suppliers, marketing issues are gaining importance in the face of increasing competitive pressure in the organic market. Producers and retailers rely on information about the demand side of the organic market when designing marketing strategies. The majority of previous research on organic food buying behavior has been one-time consumer surveys on topics such as willingness to pay, buyer typologies, attitudes, and buying motives or barriers. However, various studies have shown that the results of surveys only allow a biased assessment of actual consumer behavior. Fabian Buder therefore examines the question of the factors influencing purchasing behavior for organic foods using data from consumer panels. This database allows the combination of information on actual purchasing behavior with survey data from a single data source. Based on an extensive review of empirical research results, the author develops a model that relates the main factors influencing purchasing behavior. Covariance structure analysis with LISREL is used to empirically test the model based on panel data. The results are used to derive concrete recommendations for action for target group-oriented customer communication and the product positioning of organic foods.

Only available in German language.