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

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

Abstract

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.

Suggested Citation

  • 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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    Cited by:

    1. Sevtap ÜNAL & F. Görgün DEVECİ & Tuğba YILDIZ, 2019. "The main aim of this study is determining which consumption motives and personal and social factors affect organic food buying decisions. Ajzen’s Planned Behavior Theory (TPB) is used to explain consu," Istanbul Business Research, Istanbul University Business School, vol. 48(1), pages 1-35, May.
    2. Moons, Ingrid & Barbarossa, Camilla & De Pelsmacker, Patrick, 2018. "The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments," Ecological Economics, Elsevier, vol. 151(C), pages 151-161.
    3. 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.
    4. Robert Bumbac, 2019. "The European Food Market €“ Increased Consumer Preference Towards Convenience And Healthy Food," Junior Scientific Researcher, SC Research Publishing SRL, vol. 5(2), pages 53-61, November.
    5. Barbarossa, Camilla & De Pelsmacker, Patrick & Moons, Ingrid, 2017. "Personal Values, Green Self-identity and Electric Car Adoption," Ecological Economics, Elsevier, vol. 140(C), pages 190-200.
    6. Minton, Elizabeth A. & Spielmann, Nathalie & Kahle, Lynn R. & Kim, Chung-Hyun, 2018. "The subjective norms of sustainable consumption: A cross-cultural exploration," Journal of Business Research, Elsevier, vol. 82(C), pages 400-408.
    7. Tuncay Turan TARABOĞLU & Tuğba Nur TOPALOĞLU & Serdar YAMAN, 2019. "The Effects of Macroeconomic Indicators on Leveraged Forex Volume: Evidence from Turkey," Istanbul Business Research, Istanbul University Business School, vol. 48(2), pages 160-175, November.
    8. Hansen, Torben & Sørensen, Maria Ingerslev & Eriksen, Marie-Louise Riewerts, 2018. "How the interplay between consumer motivations and values influences organic food identity and behavior," Food Policy, Elsevier, vol. 74(C), pages 39-52.
    9. Kim, Seon-Woong & Lusk, Jayson L. & Brorsen, B. Wade, 2018. "“Look at Me, I’m Buying Organic”: The Effects of Social Pressure on Organic Food Purchases," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 43(3), September.
    10. Victoria Masi Haruna, 2014. "A New Model of Green Purchase Intention and its Derivatives: Confirmatory Factor Analysis Validation of Constructs," Information Management and Business Review, AMH International, vol. 6(5), pages 261-268.
    11. Lasarov, Wassili & Mai, Robert & García de Frutos, Nieves & Egea, José Manuel Ortega & Hoffmann, Stefan, 2019. "Counter-arguing as barriers to environmentally motivated consumption reduction: A multi-country study," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 281-305.
    12. Hansen, Torben & Thomsen, Thyra Uth, 2018. "The influence of consumers’ interest in healthy eating, definitions of healthy eating, and personal values on perceived dietary quality," Food Policy, Elsevier, vol. 80(C), pages 55-67.
    13. Nathalie Lazaric & Fabrice Le Guel & Jean Belin & Vanessa Oltra & Sébastien Lavaud & Ali Douai, 2019. "Determinants of sustainable consumption in France: the importance of social influence and environmental values," Post-Print halshs-02387961, HAL.

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