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Organic food consumption in Europe: International segmentation based on value system differences


  • Ruiz de Maya, Salvador
  • López-López, Inés
  • Munuera, José Luis


In this paper, we analyze the market for organic products in eight European countries, based on differences in their respective value systems. With a significant sample of 8014 consumers, we first identify international segments in the European organic products market using the Values Theory. Then we apply the Theory of Planned Behavior to examine how European consumers use attitudes, subjective norms and perceived behavioral control to form their purchase intention for organic products. Results show that subjective norms are the main underlying factor driving consumer behavior concerning these products. This effect is higher for the group of countries whose citizens score higher on Schwartz's value scale. In this segment of countries, people are more likely to be affected by what others think, which means that the best approach is to increase social awareness of the relevance of purchasing organic products. Organic products represent a potentially profitable opportunity for companies with an international horizon. Results are also useful for consumers and public administrations.

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  • Ruiz de Maya, Salvador & López-López, Inés & Munuera, José Luis, 2011. "Organic food consumption in Europe: International segmentation based on value system differences," Ecological Economics, Elsevier, vol. 70(10), pages 1767-1775, August.
  • Handle: RePEc:eee:ecolec:v:70:y:2011:i:10:p:1767-1775

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    References listed on IDEAS

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    Cited by:

    1. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    2. repec:eee:ecolec:v:140:y:2017:i:c:p:190-200 is not listed on IDEAS
    3. repec:eee:jbrese:v:82:y:2018:i:c:p:400-408 is not listed on IDEAS


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