ORGANIC FOOD: IDENTIFYING ACTIONABLE SEGMENTS

Stephen L. Baglione, Louis A. Tucci and John L. Stanton

Holistic Marketing Management Journal, 2019, vol. 9, issue 1, 10-27

Abstract: The purpose of this study is to identify the segments for organic fruits and vegetables that are most likely to buy organic. One thousand and thirty-two respondents were segmented on statements about organic fruits and vegetables: price, quality, availability, variety, and purchase intentions. Latent class clustering was used to identify the segments and actionable demographic variables. A three-cluster solution reveals age, gender, prior organic fruit purchase, and knowledge differ by segment. Younger knowledgeable (i.e., organic food and vegetables and general food and vegetable knowledge) females who have purchased organic before have the highest propensity to purchase organic. Education and household size were indistinguishable among segments. However it appears that price is still an obstacle to greater penetration regardless of the segment.

Keywords: Organic Food; Actionable Segments (search for similar items in EconPapers)
JEL-codes: L66 M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:9:y:2019:i:1:p:10-27

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