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Sustainable Products and Consumers’ Brand Choice

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  • Meixner, Oliver
  • Knoll, Viktoria

Abstract

Within this study selected empirical results out of a 3 year project concerning the analysis of Austrian panel data are presented. Raw data coming from the most important Austrian consumer tracking panel was analyzed with respect to consumers’ variety seeking and brand choice behavior. It is analyzed if consumers tend to switch to “sustainable” (here: organic) products and brands more frequently compared to brand switches between conventional products and brands (significant interrelation between sustainability and consumers’ brand choice). After a brief introduction into a specific variety seeking model operationalizing consumers’ brand switching tendency, a descriptive analysis of the analyzed data set, and analytical outcomes concerning “sustainability” and “brand switching” are presented.

Suggested Citation

  • Meixner, Oliver & Knoll, Viktoria, 2012. "Sustainable Products and Consumers’ Brand Choice," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144976, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi12:144976
    DOI: 10.22004/ag.econ.144976
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    References listed on IDEAS

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    4. Chintagunta, Pradeep & Kyriazidou, Ekaterini & Perktold, Josef, 2001. "Panel data analysis of household brand choices," Journal of Econometrics, Elsevier, vol. 103(1-2), pages 111-153, July.
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