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Fahri Karakaya
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Introduction
Organic food market continues to grow despite the recent
economic downturn around the world. North America and
Europe (mainly Germany and France) together account for
90 per cent of organic food sales (Soil Association, 2013).
European organic food sales increased by 9 per cent, reaching
21.5 billion in 2011. Germany was the leading country in
terms of sales, and it was followed by France, the UK and Italy
(Soil Association, 2013). In Europe, Germany had sales worth
6.6 billion, while France had sales of 3.8 billion. However,
the highest per capita organic food consumption is in
Scandinavian and Alpine countries, and Denmark has the
highest organic food market share worldwide (Soil
Association, 2013). These numbers show that organic food
market is growing in Europe, particularly in Germany and
France. The main factors for this growth appear to be
agricultural policies and government support, as well as the
existence of major retail chains that stock a variety of organic
foods (Soil Association, 2013).
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263
et al., 2005; Hoefkens et al., 2009), tastier and better for the
environment than conventional foods (Lea and Worsley,
2005). Most of the studies on this topic specified that
purchase and consumption of organic foods as well as
attitudes toward organically produced foods were significantly
related to perceived health benefits (Jolly, 1991; Davies et al.,
1995; Magnusson et al., 2001; Magnusson et al., 2003; Lockie
et al., 2002; Chryssohoidis and Krystallis, 2005; Lea and
Worsley, 2005; Padel and Foster, 2005; RoitnerSchobesberger et al., 2008; Magistris and Gracia, 2008;
Tsakiridou et al., 2008; Chen, 2009), concern for the
environment (Jolly, 1991; Davies et al., 1995; Magnusson et al.,
2003; Padel and Foster, 2005; Roitner-Schobesberger et al.,
2008; Schifferstein and Oude Ophuis, 1998; Magistris and
Gracia, 2008; Tsakiridou et al., 2008), animal welfare
(Magnusson et al., 2003; Padel and Foster, 2005; Tsakiridou
et al., 2008; Chen, 2009) and taste (Lea and Worsley, 2005;
Chryssohoidis and Krystallis, 2005; Padel and Foster, 2005).
Overall, the most commonly stated motives for purchasing
organic foods are concern for health and the environment with
the former exceeding the latter in importance (Chen, 2009;
Durham, 2007; Shepherd et al., 2005).
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Literature review
Organic food consumption and profile of organic food
consumers
There is a growing body of literature about consumer
purchase and consumption of organic foods. The mainstream
studies on this topic concentrated on the profile of organic
food consumers. The majority of the studies show that
consumers with higher levels of education have more positive
attitudes and are more willing to purchase organic products
(Jolly, 1991; Magnusson et al., 2001; Fotopoulos and
Krystallis, 2002; Krystallis et al., 2006; Onyango et al., 2007;
Zepeda and Li, 2007; Roitner-Schobesberger et al., 2008;
Tsakiridou et al., 2008). Gender is another factor in purchase
and consumption of organic foods. Most studies on the
subject matter indicate that females are more likely to
purchase and consume organic foods in large quantities, and
have more positive attitudes toward organic foods compared
to males (Davies et al., 1995; Thompson, 1998; Magnusson
et al., 2001; Lockie et al., 2002; Lea and Worsley, 2005;
Krystallis et al., 2006; Urena et al., 2008). Studies also show
that buyers of organic foods exhibit higher income levels when
compared to non-buyers (Davies et al., 1995; Govindasamy
and Italia, 1999; Lockie et al., 2002; Krystallis et al., 2006;
Roitner-Schobesberger et al., 2008). Research also indicate
that younger consumers tend to have a more positive attitude
toward buying organic foods, and they are willing to pay a
premium price, but their purchase frequency is low
(Govindasamy and Italia, 1999; Magnusson et al., 2001;
Magnusson et al., 2003). In other words, organic food buyers
tend to be younger than non-buyers (Jolly, 1991) and older
people are less likely to prefer organic foods (Durham, 2007).
Another important demographical variable is the presence of
children in a family, and this has been a factor in impacting
consumer purchase of organic foods. According to Davies
et al., (1995) and OTA (2009b), families with children are
more likely to purchase organic products. Based on the review
of several studies, Yiridoe et al. (2005) also affirm that having
young children influences organic product purchases.
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Study objectives
With the literature review in mind, the major goal of this study
is to identify consumer segments in the organic food market by
considering consumers attitudes toward organic foods. The
secondary goal of this research is to identify the profiles of
consumers in each segment. In addition, we attempt to
examine whether there are differences among these consumer
segments in terms of consumers:
health orientation;
Research methodology
Parallel with the research objectives of this study, a survey was
developed and conducted in one of the largest metropolitan
areas of a European city. Before gathering the data, the
surveyors were trained about the purpose of the study and how
to administer the survey to the consumers. The consumers,
who were shopping in grocery stores or shopping malls, were
asked to complete the questionnaire. A total of 316 surveys
were collected, and the data collected from this sample were
analyzed by using SPSS.
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health orientation;
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Indicators
Mean
Standard
Deviation
4.04
0.91
3.37
4.07
1.21
1.20
3.54
1.10
2.39
1.00
2.28
1.04
4.18
1.04
3.70
1.06
3.47
4.33
1.04
0.90
3.54
4.03
0.95
0.96
3.89
3.54
0.83
0.98
3.77
0.96
3.90
1.08
3.56
1.14
4.57
0.70
2.33
3.67
1.08
1.08
2.00
0.99
3.99
0.99
3.42
1.02
4.18
0.85
4.12
4.11
0.76
.91
1.59
0.85
4.41
0.85
3.79
0.95
4.14
1.00
(continued)
267
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Table I
Constructs and sources
Indicators
Mean
Standard
Deviation
3.71
3.73
3.17
2.90
2.63
3.41
3.49
2.45
2.67
3.30
7.09
7.01
7.54
8.17
7.73
8.23
7.87
8.34
8.06
3.53
3.70
3.49
3.30
0.90
0.87
0.96
1.33
1.23
1.11
1.02
1.12
1.09
1.01
2.06
1.76
1.44
1.20
1.69
1.28
1.60
1.31
1.35
0.86
0.90
0.85
0.88
2.69
1.01
Cluster 1:
Favorable attitudes
F value
Significance
4.28
4.88
4.75
4.11
2.95
3.27
3.28
4.65
4.21
4.19
2.12
3.20
3.34
4.02
3.52
3.11
3.00
2.46
49.43
33.22
54.90
32.74
33.29
14.29
0.01
0.01
0.01
0.01
0.01
0.01
3.37
4.46
4.29
2.16
4.15
3.62
2.57
3.48
3.25
68.53
34.65
35.57
0.01
0.01
0.01
4.63
4.52
3.57
43.67
0.01
3.62
122
3.88
112
2.56
61
48.99
0.01
268
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Demographics
Cluster 1:
Cluster 2:
Cluster 3:
Favorable
Neutral
Unfavorable
N: 122
N: 112
N: 61
(41.4 per cent) (38 per cent) (20.6 per cent)
Gender
Male
Female
58 (47.5)
64 (52.5)
64 (57.0)
48 (43.0)
31 (50.8)
30 (49.2)
Age (years)
18-25
26-35
36-45
46-above
60 (49.2)
30 (24.6)
15 (12.3)
17 (13.9)
39 (34.8)
39 (34.8)
15 (13.4)
19 (17.0)
24 (39.3)
16 (26.2)
12 (19.8)
9 (14.7)
Education
Some high-school
University degree
Graduate degree
Monthly income
<$2000 ($1
1.80)
$2001-4500
$4501-above
16 (13.1)
68 (55.7)
38 (31.2)
21 (18.8)
53 (47.3)
38 (33.9)
12 (19.7)
30 (49.2)
19 (31.1)
47 (38.5)
41 (36.6)
29 (47.5)
43 (35.3)
32 (26.2)
43 (38.4)
28 (25.0)
19 (31.2)
13 (21.3)
H2.
H4.
H1.
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Results
Clusters
Favorable
Mean
SD
3.17
0.682
3.63
0.489
3.91
0.488
Neutral
Mean
SD
3.08
0.531
3.66
0.523
3.84
0.519
Unfavorable
Mean
SD
3.13
0.450
3.47
0.551
3.77
0.458
3.13
0.582
0.46
0.63
3.61
0.518
2.54
0.08
2,3a
3.85
0.496
2.83
0.06
1,3
Total
Mean
SD
F-value
p-value
Tukeys post-hoctestsa
Socially
Health
Environmentally responsible
orientation
responsible
consumption
270
Mean
SD
Significance
Sense of belonging
Favorable
Neutral
Unfavorable
117
111
60
7.4701
6.6937
7.2500
1.87347
2.23115
1.82845
4.394
0.013
Excitement
Favorable
Neutral
Unfavorable
119
112
60
7.1261
7.0000
6.9500
1.69523
1.81585
1.76044
0.251
0.778
120
112
61
7.6667
7.4643
7.3607
1.40428
1.44527
1.44951
1.093
0.336
Self-Fulfillment
Favorable
Neutral
Unfavorable
119
112
60
8.2857
8.1250
7.9500
1.06678
1.15568
1.45468
1.646
0.195
Being well-respected
Favorable
Neutral
Unfavorable
120
112
60
7.7333
7.7232
7.5667
1.78572
1.64514
1.75988
0.210
0.811
120
112
60
8.2667
8.2500
8.0167
1.35803
1.15079
1.44377
0.829
0.438
Security
Favorable
Neutral
Unfavorable
120
112
61
8.0583
7.6339
7.8033
1.57339
1.73981
1.51459
1.992
0.138
Self-respect
Favorable
Neutral
Unfavorable
119
112
60
8.4286
8.3125
8.0333
1.25935
1.12331
1.79422
1.740
0.177
A sense of accomplishment
Favorable
Neutral
Unfavorable
120
112
60
8.3000
7.9821
7.6000
1.09698
1.25907
1.90628
5.442
0.005
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List of values
Mean
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Tukeys
tests
Significance
health orientation;
(1,2)a (1,3)
(1,2) (1,3)
3.85
0.022
(1,2) (1,3)
If the organic food that I look for is not available in the market
that I usually go, then I can go to the other stores/markets which
sell the product even if they are far away from my house
Favorable
121 2.90 4.86
0.008
(1,2)
Neutral
110 2.50
Unfavorable
58 2.64
Note: a For example: should be read as There is a difference between
Cluster 1 (Favorable) and Cluster 2 (Neutral)
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Unfavorable cluster
This cluster consists of consumers who have negative attitudes
toward organic foods. Males and females coming from mainly
low-and middle-income groups equally compose the profile of
this segment. In terms of age, almost 35 per cent of the
consumers in this segment are above the age of 35 years; yet
40 per cent of this segment belongs to the age group of 18-25
years. When compared to favorable and neutral segments,
consumers in the unfavorable segment find organic foods least
healthy and rich in vitamins and minerals. Likewise, those
consumers also do not perceive organic foods as fresh due to
shorter shelf lives as the consumers in other segments.
Furthermore, this group of consumers does not strongly
believe that organic foods have less chemical residue.
Consumers in the unfavorable segment do not find price of the
organic foods as expensive like consumers in the other
segments. In addition, when compared to favorable and
neutral clusters, consumers in this cluster perceive that
organic foods are relatively easy to find in the stores. Likewise,
when compared to other segments, unfavorable segment
perceives least inadequacy about organic product categories.
When compared to other segments, the consumers in this
Neutral cluster
This cluster consists of consumers who have neutral attitudes
toward organic foods. The demographic profile of neutral
segment is mainly young and middle-aged males with higher
education. In terms of income, neutral cluster is composed of
mainly mid-and low-income consumers. Similar to the
favorable segment, respondents of neutral segment also find
organic foods healthy and believe that they are rich in vitamins
and minerals. However, neutral segment is the one which
finds it most difficult to reach organic foods among the three
segments. Furthermore, among the three segments,
consumers in the neutral segment find organic foods least
attractive in terms of physical appearance. Another interesting
point is that among the three clusters, neutral cluster is the one
which finds organic foods expensive to purchase at the highest
level. However, consumers in the neutral segment give most
importance to environmentally responsible behavior, and
they are extensively different from the unfavorable segment on
this dimension. Finally, the consumers in the neutral cluster
have the lowest organic food consumption frequency.
273
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Managerial implications
The findings of this study suggest that consumers will be
receptive to marketing messages that place emphasis on the
health benefits as well as the socially responsible consumption
behavior about organic foods rather than environmentally
responsible actions. Consumers in the favorable segment
believe that organic foods are not easy to obtain in stores, and
there is a limited product selection to choose from. Therefore,
for penetration purposes, organic food companies should
expand their channels of distribution using major national and
local retail chain stores and increase the number of organically
produced product categories according to the demand coming
from this segment. It appears that many retail grocery stores
now see an opportunity in the organic foods market and have
dedicated store sections or aisles for organic foods only.
Another important issue is the use of values such as sense of
accomplishment and sense of belonging in communication
messages to persuade people to consume more frequently and
in greater amounts in the favorable segment. In other words,
marketers should highlight the values of sense of belonging
and sense of accomplishment in their communication
strategies. Interpersonal relations such as sense of belonging
could be used in advertising messages to increase the organic
food purchase frequency as well as the amount of purchases.
Likewise, marketers must create an outstanding usage of
achievement in their communication strategies. Similarly, to
attract the attention of the consumers in the favorable segment, it
would be beneficial to associate organic food consumption with
socially responsible consumption. It would also be wise to
utilize consumer loyalty/reward programs for frequent shoppers.
This will appeal to the favorable segment, as they are
differentiated from other clusters in terms of current
consumption frequency, future purchasing intentions and the
amount of purchases of organic foods. By using such
promotional programs, companies may have the opportunity to
solidify their relationships with their customers. Interestingly,
consumers in the favorable segment do not have the propensity
to recommend organic foods to their friends, peers and
acquaintances. Therefore, companies may need to use some
incentive programs to convince consumers in this segment to
recommend organic foods through word of mouth.
As a communication strategy, to target the neutral segment,
it may be wise to justify that organic foods do not have a
physically attractive appearance because of the additive,
preservative and/or color-free production process. In addition,
organic foods are perceived as very expensive by the neutral
segment. Hence, it will be necessary to inform consumers in
the neutral segment about the reasons such as distinctive
production features and other factors that cause high prices.
Similar to the favorable segment, consumers with neutral
attitudes toward organic foods believe that it is difficult to find
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