Explaining Choice and Share of Category Requirements of Biologic Meat

Peter Verhoef and Kristine Vlagsma-Brangule

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: In this paper we examine factors determining choice and consumption of biologic or organic meat. In our model explaining choice and share of category requirements, we consider economic/marketing variables (quality, price, and distribution), emotions (fear, empathy, andguilt), social norms, environmental variables (environmental concern, green behavior, and perceived consumer effectiveness) as main antecedents of the choice and share of categoryrequirements of bio-meat. We also control for the effect of socio-demographics. Using a sample of 269 Dutch consumers we estimate a Tobit (2) model explaining choice and share of category requirements. Our results show that the choice for biologic meat is mainly affected by perceived quality of bio meat, in addition to the price-perception and fear of the health consequences of eating regular meat. Price perceptions and fear are also important determinants of share of category requirements, but beyond these factors empathy and social norms are also determinants of share of category requirements. Theoretical and policy implications of our results are discussed.

Keywords: consumers; environmentalism; modeling; organic products (search for similar items in EconPapers)
JEL-codes: C44 M M31 (search for similar items in EconPapers)
Date: 2003-01-01
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