IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/32712.html
   My bibliography  Save this paper

Consumer motivations in the purchase of organic food. A means-end approach

Author

Listed:
  • Zanoli, Raffaele
  • Naspetti, Simona

Abstract

The paper presents partial results from an Italian study on consumer perception and knowledge of organic food and related behaviour. Uses the means-end chain model to link attributes of products to the needs of consumers. In order to provide insights into consumer motivation in purchasing organic products, 60 respondents were interviewed using ``hard’’ laddering approach to the measurement of means-end chains. The results (ladders) of these semi-qualitative interviews are coded, aggregated and presented in a set of hierarchical structured value maps. Even if organic products are perceived as difficult to find and expensive, most consumers judge them positively. All consumers associate organic products with health at different levels of abstraction and want good, tasty and nourishing products, because pleasure and wellbeing are their most important values. Results show that differences exist between groups of consumers with respect to their frequency of use (experience) of organic products and level of information (expertise). Reports and discusses results on consumer cognitive structures at different level of experience.

Suggested Citation

  • Zanoli, Raffaele & Naspetti, Simona, 2002. "Consumer motivations in the purchase of organic food. A means-end approach," MPRA Paper 32712, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:32712
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/32712/1/MPRA_paper_32712.pdf
    File Function: original version
    Download Restriction: no

    References listed on IDEAS

    as
    1. Celsi, Richard L & Olson, Jerry C, 1988. " The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 210-224, September.
    2. Walker, Beth A. & Olson, Jerry C., 1991. "Means-end chains: Connecting products with self," Journal of Business Research, Elsevier, vol. 22(2), pages 111-118, March.
    3. Kassarjian, Harold H, 1977. " Content Analysis in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 4(1), pages 8-18, June.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Organic food; Consumer behaviour; Italy; Means-End Chain; Laddering;

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:32712. 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: (Joachim Winter). General contact details of provider: http://edirc.repec.org/data/vfmunde.html .

    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 CitEc recognized a reference but did not link an item in RePEc 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.