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Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain

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  • Molinillo, Sebastian
  • Vidal-Branco, Murilo
  • Japutra, Arnold

Abstract

This paper examines the antecedents of millennials' organic food purchasing. A conceptual framework, based on product characteristics, and consumers' concerns and consciousness, is proposed. Data collection was conducted through a survey in two culturally and socioeconomically distinct countries (Brazil vs. Spain) to increase the robustness and generalizability of the results. The results show that product characteristics and consumer concerns improve millennials’ health consciousness and increase their social consciousness, which, in turn, increase their willingness to pay a price premium and their purchase frequency of organic foods. The findings show that the proposed model has high validity, with only one significant difference between the two countries. Theoretical contributions and managerial implications are discussed.

Suggested Citation

  • Molinillo, Sebastian & Vidal-Branco, Murilo & Japutra, Arnold, 2020. "Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
  • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698919301158
    DOI: 10.1016/j.jretconser.2019.101926
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    References listed on IDEAS

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