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Related Experiment Video

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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

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Published on: July 24, 2017

Determinants of consumer behavior related to organic foods.

Richard Shepherd¹, Maria Magnusson, Per-Olow Sjödén

¹Food, Consumer Behaviour and Health Research Centre, Department of Psychology, University of Surrey, Guildford, UK. r.shepherd@surrey.ac.uk

|August 12, 2005

Summary

Consumer attitudes towards organic foods often differ from purchasing behavior. Key barriers include perceived price, taste, and shelf-life, with health benefits influencing choices more than environmental ones.

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Area of Science:

Consumer behavior research
Food science
Marketing

Background:

Studies on organic food purchasing often focus on fresh produce, revealing a gap between positive consumer attitudes and actual buying habits.
This attitude-behavioral discrepancy is linked to organic production not being a primary purchase driver, and concerns about taste, shelf-life, and premium pricing.
Previous research indicates health benefits are stronger drivers for organic food choices than environmental advantages.

Purpose of the Study:

To investigate factors influencing consumer choices for both fresh and processed organic foods.
To explore the role of moral, ethical, and affective influences on organic food consumption.
To conduct cross-cultural research across eight European Union countries.

Main Methods:

Analysis of existing consumer studies on organic food purchasing behavior.
Implementation of a new European Union (EU) research project.
Cross-national investigation across eight EU member states.

Main Results:

A significant gap exists between positive consumer attitudes towards organic foods and their purchasing behavior.
Perceived value, including taste, shelf-life, and price, significantly impacts organic food choices.
Health benefits are more influential than environmental benefits in driving consumer attitudes and behavior towards organic foods.

Conclusions:

Addressing consumer perceptions of price, taste, and shelf-life is crucial for increasing organic food purchases.
Highlighting health benefits may be more effective than environmental benefits in promoting organic food consumption.
Further research is needed to understand the complex moral, ethical, and affective factors influencing organic food choices across diverse European markets.