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Consumer perceptions and buying attitudes (subproject 1)
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The available local and national consumer studies were critically re-evaluated in order to gain a clearer picture of the expectations of European consumers and their buying attitudes. It was found that organic markets are segmented into a smaller group of regular buyers and a large group of consumers who occasionally buy organic food. |
Whilst the first group is relatively stable, further growth of consumption is thought to depend on increasing the numbers and ‘dedication’ of occasional consumers.
Focus groups and in-depth interviews showed that for the occasional consumers, organic and ‘low input’ alternatives (‘free range’, ‘local’ and even ‘integrated production’) are market substitutes. Therefore, more information on factors affecting product loyalty and the drivers behind consumer decision making (e.g. why ‘low input’ or organic products are chosen) are needed and will be provided in years four and five of the QLIF project. Methods used will include ethnographic observation, cross-European household panels and choice experiments.
For a more detailed description of the work carried out under subproject 1 see Zanoli et al., 2007.
Reference
Zanoli, R., François, M., Midmore, P., O’Doherty-Jensen, K., Ritson, C. (2007) Determining consumer expectations, attitudes and buying behaviour towards ‘low input’ and organic foods. In: Niggli, U. et al. (Eds): Proceedings of the 3rd International Congress of the European Integrated Project Quality Low Input Food (QLIF). FiBL, Frick, Switzerland |
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