Organic food consumption in Europe: International segmentation based on value system differences
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.
If 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.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Biel, Anders & Thogersen, John, 2007. "Activation of social norms in social dilemmas: A review of the evidence and reflections on the implications for environmental behaviour," Journal of Economic Psychology, Elsevier, vol. 28(1), pages 93-112, January.
- Ravi Parameswaran & Attila Yaprak, 1987. "A Cross-National Comparison of Consumer Research Measures," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 18(1), pages 35-49, March.
- Oded Shenkar, 2001. "Cultural Distance Revisited: Towards a More Rigorous Conceptualization and Measurement of Cultural Differences," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 32(3), pages 519-535, September.
- Clark, Timothy & Pugh, Derek S., 2001. "Foreign country priorities in the internationalization process: a measure and an exploratory test on British firms," International Business Review, Elsevier, vol. 10(3), pages 285-303, June.
- Kletzan, Daniela & Koppl, Angela & Kratena, Kurt & Schleicher, Stefan & Wuger, Michael, 2006. "Towards sustainable consumption: Economic modelling of mobility and heating for Austria," Ecological Economics, Elsevier, vol. 57(4), pages 608-626, June.
- Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
- William Meredith, 1993. "Measurement invariance, factor analysis and factorial invariance," Psychometrika, Springer;The Psychometric Society, vol. 58(4), pages 525-543, December.
- Kaufmann, Peter & Stagl, Sigrid & Franks, Daniel W., 2009. "Simulating the diffusion of organic farming practices in two New EU Member States," Ecological Economics, Elsevier, vol. 68(10), pages 2580-2593, August.
- Bruce Kogut & Harbir Singh, 1988. "The Effect of National Culture on the Choice of Entry Mode," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(3), pages 411-432, September.
- Vermeir, Iris & Verbeke, Wim, 2008. "Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values," Ecological Economics, Elsevier, vol. 64(3), pages 542-553, January.
- Laszlo Tihanyi & David A Griffith & Craig J Russell, 2005. "The effect of cultural distance on entry mode choice, international diversification, and MNE performance: a meta-analysis," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(3), pages 270-283, May.
- Durvasula, Srinivas, et al, 1993. " Assessing the Cross-National Applicability of Consumer Behavior Models: A Model of Attitude toward Advertising in General," Journal of Consumer Research, Oxford University Press, vol. 19(4), pages 626-636, March.
- Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 25(1), pages 78-90, June.
- Grunert, Suzanne C. & Juhl, Hans Jorn, 1995. "Values, environmental attitudes, and buying of organic foods," Journal of Economic Psychology, Elsevier, vol. 16(1), pages 39-62, March.
When requesting a correction, please mention this item's handle: RePEc:eee:ecolec:v:70:y:2011:i:10:p:1767-1775. See general 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: (Dana Niculescu)
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.