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Segmenting Consumers According to Their Purchase of Products with Organic, Fair-Trade, and Health Labels

Author

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  • Verhoef, Peter C.
  • van Doorn, Jenny

Abstract

Using actual purchase data of food products with different labels, we examine Dutch consumers' purchases of organic, fair-trade, and health labels. Empirically, consumers' purchase behavior of labeled products can be categorized into two dimensions: a health-related and a sustainable dimension comprising the purchase of organic and fair-trade products. Using latent class analysis, we find four segments that differ in their purchase behavior of the studied labels. While one segment comprising the majority of consumers mainly purchases conventional products, a somewhat smaller segment purchases products with health labels. A third segment containing approximately 10% of consumers purchases products with both health and sustainable labels; these consumers tend to consider the future consequences of their behavior and have higher biospheric values. The fourth segment is also small, purchases sustainable labels, has strong biospheric values, and largely considers the future consequences of current behavior; it is also less price conscious.

Suggested Citation

  • Verhoef, Peter C. & van Doorn, Jenny, 2016. "Segmenting Consumers According to Their Purchase of Products with Organic, Fair-Trade, and Health Labels," Journal of Marketing Behavior, now publishers, vol. 2(1), pages 19-37, October.
    • Handle: RePEc:now:jnljmb:107.00000026
    DOI: 10.1561/107.00000026
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    Cited by:

    1. Osburg, Victoria-Sophie & Akhtar, Pervaiz & Yoganathan, Vignesh & McLeay, Fraser, 2019. "The influence of contrasting values on consumer receptiveness to ethical information and ethical choices," Journal of Business Research, Elsevier, vol. 104(C), pages 366-379.
    2. Stijn Maesen & Lien Lamey & Anne ter Braak & Léon Jansen, 2022. "Going healthy: how product characteristics influence the sales impact of front-of-pack health symbols," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 108-130, January.
    3. Wansink, Brian, 2017. "Healthy Profits: An Interdisciplinary Retail Framework that Increases the Sales of Healthy Foods," Journal of Retailing, Elsevier, vol. 93(1), pages 65-78.
    4. Jenny van Doorn & Peter C. Verhoef & Hans Risselada, 2020. "Sustainability Claims and Perceived Product Quality: The Moderating Role of Brand CSR," Sustainability, MDPI, vol. 12(9), pages 1-8, May.
    5. van Doorn, Jenny & Risselada, Hans & Verhoef, Peter C., 2021. "Does sustainability sell? The impact of sustainability claims on the success of national brands’ new product introductions," Journal of Business Research, Elsevier, vol. 137(C), pages 182-193.
    6. Riccardo Da Re & Sergio Pedini & Fabio Maria Santucci & Bianca Maria Torquati, 2020. "Reputation and Trust Within the Fair Trade Movement in Brazil," Journal of Developing Societies, , vol. 36(4), pages 439-452, December.

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