TESTING AND VALIDATING THE LOV SCALE OF VALUES IN AN ORGANIC-FOOD-PURCHASE-CONTEXT

George Chryssochoidis

Chapter 18 in Marketing Trends for Organic Food in the 21st Century, 2004, pp 291-301 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe term “value” has been defined as an enduring prescriptive or proscriptive belief. The LOV typology of values has been extensively used in the past and makes a distinction between external (relations-oriented), interpersonal (fun) and internal (self-directed) values. We employ Confirmatory Factor Analysis to test and validate the LOV scale in an organic Greek consumers' context using empirical data. The structure of the LOV scale repeats itself in this context. This happens despite the sample being drawn from Greece which holds a completely different position to that of the US according to Hosftede's dimensions of cultural differences. Nonetheless, the relationship between the value factors reflects these differences.

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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