FACTORS INFLUENCING CONSUMPTION OF ORGANIC FOOD

A. Eves, M. Lumbers and J. Morgan
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A. Eves: School of Management, University of Surrey, Guildford, GU2 7XH, UK
M. Lumbers: School of Management, University of Surrey, Guildford, GU2 7XH, UK
J. Morgan: School of Management, University of Surrey, Guildford, GU2 7XH, UK

Chapter 13 in Marketing Trends for Organic Food in the 21st Century, 2004, pp 205-219 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractOrganic food, once perceived to be on the ‘alternative’ margins of the food market, now occupies a much more mainstream position. This has been attributed to increasing consumer concerns over food safety in the wake of a series of high-profile food scares and growing consumer affluence. The highest annual growth rates in sales in Europe have been recorded in the UK, Sweden, Switzerland and Denmark, with retail sales of organic food in the UK reaching £1 billion in 2002. Demand outstrips national supply in most parts of Europe and currently the majority of organic foods sold are imported. Fresh vegetables account for the greatest proportion of sales, with the multiple grocery chains dominating the markets of countries with greatest sales.This chapter discusses the factors influencing choice of organic foods amongst European consumers, and thus the factors limiting the growth of the market. It discusses factors such as price, availability, perceived healthiness/safety and ethical food production. It also includes a report of original research carried out in the UK in 2002. The study was based around the Theory of Planned Behaviour, and was similar to a study carried out in 1992 by Sparks and Shepherd.

Keywords: Market Research; Marketing Strategies; Marketing Mix; Purchasing Behavior; Strategic Marketing (search for similar items in EconPapers)
JEL-codes: M11 (search for similar items in EconPapers)
Date: 2004
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