 Sustainable Consumption: Proposal of a Multistage Model to Analyse Consumer Behaviour for Organic FoodsFrancisco José Torres‐Ruiz, Manuela Vega‐Zamora and Manuel Parras‐Rosa Business Strategy and the Environment, 2018, vol. 27, issue 4, 588-602 Abstract: Explanatory models of consumer behaviour can be used to steer decision‐making in the complex task of designing generic strategies to increase sustainable consumption. This paper proposes an operational model which assumes that the purchase of an organic food is a complex process that can be broken down into phases. It is applied to a concrete case – organic olive oil in the Spanish market – quantifying each phase to determine which ones should be acted on to increase demand. Results indicate that it is possible to adopt the model proposed, and that the problems hindering consumption are a lack of confidence in organic certification, not perceiving differences between organic and conventional foods, and the perception of barriers in their purchase. Given the context, marketing communications strategies have a key role to play. This model can be used to analyse the specific situation of each market and propose development strategies. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment Date: 2018 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:27:y:2018:i:4:p:588-602 Ordering information: This journal article can be ordered from Access Statistics for this article Business Strategy and the Environment is currently edited by Richard Welford More articles in Business Strategy and the Environment from Wiley Blackwell |
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