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The Motivational Profile of Organic Food Consumers: a Survey of Specialized Stores Customers in Italy

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  • Idda, Lorenzo
  • Madau, Fabio A.
  • Pulina, Pietro

Abstract

Organic food demand is becoming increasingly important throughout the world. Despite this relevance, however, not many attempts have been carried out to profile this food market segment. This paper aims to investigate on motivations that drive consumers towards purchasing organic foods in Italy. Through a survey carried out in some organic specialized stores sited in Sardinia, we explored organic consumer behaviour with specific emphasis on understanding reasons consumers have to buy organic products. A Multiple Correspondence Analysis has obtained four consumers’ motivational profiles and several findings. Furthermore, a Logit regression allowed us to evaluate the relationships between individual motivations and some socio-demographic characteristics of organic consumers. Some marketing and policy implications arisen from the obtained results.

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Bibliographic Info

Paper provided by European Association of Agricultural Economists in its series 2008 International Congress, August 26-29, 2008, Ghent, Belgium with number 43946.

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Date of creation: 2008
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Handle: RePEc:ags:eaae08:43946

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Keywords: Organic food purchase; Consumer’s motivational profilers; Logit regression.; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety;

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  1. Dimitri, Carolyn & Greene, Catherine R., 2002. "Recent Growth Patterns In The U.S. Organic Foods Market," Agricultural Information Bulletins 33715, United States Department of Agriculture, Economic Research Service.
  2. Gary D. Thompson & Julia Kidwell, 1998. "Explaining the Choice of Organic Produce: Cosmetic Defects, Prices, and Consumer Preferences," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(2), pages 277-287.
  3. Rodriguez, Elsa M. & Lacaze, Maria Victoria & Lupin, Beatriz, 2007. "Willingness to pay for organic food in Argentina: Evidence from a consumer survey," 105th Seminar, March 8-10, 2007, Bologna, Italy 7873, European Association of Agricultural Economists.
  4. Underhill, Sheila E. & Figueroa, Enrique E., 1996. "Consumer Preferences For Non-Conventionally Grown Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 27(2), July.
  5. Loureiro, Maria L. & Hine, Susan E., 2002. "Discovering Niche Markets: A Comparison Of Consumer Willingness To Pay For Local (Colorado Grown), Organic, And Gmo-Free Products," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(03), December.
  6. Groff, Andrew J. & Kreider, Craig Robert & Toensmeyer, Ulrich C., 1993. "Analysis Of The Delaware Market For Organically Grown Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 24(1), February.
  7. Byrne, Patrick J. & Toensmeyer, Ulrich C. & German, Carl L. & Muller, H. Reed, 1991. "Analysis Of Consumer Attitudes Toward Organic Produce Purchase Likelihood," Journal of Food Distribution Research, Food Distribution Research Society, vol. 22(2), June.
  8. Michael Greenacre, 2008. "Correspondence analysis of raw data," Economics Working Papers 1112, Department of Economics and Business, Universitat Pompeu Fabra, revised Jul 2009.
  9. Shuzzler, Alice & Govindasamy, Ramu & Adelaja, Adesoji O., 2003. "A Comparative Evaluation Of Organic Produce Consumers In New Jersey To New York And Pennsylvania," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(01), March.
  10. 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.
  11. Gary D. Thompson, 1998. "Consumer Demand for Organic Foods: What We Know and What We Need to Know," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(5), pages 1113-1118.
  12. Cicia, Gianni & Del Giudice, Teresa & Ramunno, Ilaria & Tagliafierro, Carolina, 2006. "Splitting consumer's willingness to pay premium price for organic products over main purchase motivations," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10057, European Association of Agricultural Economists.
  13. Wang, Qingbin & Sun, Junjie, 2003. "Consumer Preference And Demand For Organic Food: Evidence From A Vermont Survey," 2003 Annual meeting, July 27-30, Montreal, Canada 22080, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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