The emergence of diverse organic consumers: Who are they and how do they shape demand?
AbstractThis study uses qualitative and quantitative data as well as household panel data regarding actual purchases of organic food in order to examine organic consumer profiles and recent developments of organic demand in Denmark. Six different segments of Danish households are identified, of which three are either indifferent or negative towards organic foods. Three distinct positively minded segments are also identified. These positively minded segments hold a very high share of all organic food sales on the Danish market and are also driving demand forward. This market can thus be said to be highly polarised. It can also be said to have matured insofar as positively oriented segments that differ in their food involvement, shopping behaviour and levels of ethical concern have appeared, while marketing and distribution strategies have co-developed with these trends. We discuss the current relevance of segmenting organic consumers in mature markets with a view to improving strategies of production, distribution and marketing of organic foods.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by University of Copenhagen, Department of Food and Resource Economics in its series IFRO Working Paper with number 2012/5.
Length: 32 pages
Date of creation: Feb 2012
Date of revision:
This paper has been announced in the following NEP Reports:
- NEP-AGR-2012-05-02 (Agricultural Economics)
- NEP-ALL-2012-05-02 (All new papers)
- NEP-MKT-2012-05-02 (Marketing)
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Geir Tveit).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.