An agenda to construct an improved understanding of Australian organic consumers

Adamsen, Jannie Mia and Lyons, Kristen and Winzar, Hume and Rundle-Thiele, Sharyn (2007) An agenda to construct an improved understanding of Australian organic consumers. In: 10th Australian and New Zealand Marketing Academy Conference (ANZMAC 2007): 3Rs Reputation, Responsibility and Relevance, 3-5 Dec 2007, Dunedin, New Zealand.

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Abstract

Organic food is claimed to be one of the fastest growing food categories worldwide, with growth rates of 20-30%. There have been considerable research efforts globally seeking to understand the organic food consumer. To date, academic research has been unable to reach a consensus, and we remain incapable of adequately describing who buys and importantly why consumers choose to buy organic food products. The objective of this paper is to examine the merits of using an alternate method to better understand organic food consumers. It is proposed that the Best Worst scaling method be used as a methodological framework to guide research about organic purchasing decisions. The Best Worst scaling method avoids issues related to Socially Desirable Responding; a known effect of using the ever-popular Likert scale.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright. Access through National Library of Australia http://pandora.nla.gov.au/pan/25410/20080806-0000/smib.vuw.ac.nz_8081/WWW/ANZMAC2007/index-2.html
Depositing User: Assoc Prof Sharyn Rundle-Thiele
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 10 Dec 2007 02:09
Last Modified: 04 Sep 2013 02:22
Uncontrolled Keywords: organic food; Likert scales; best-worst scaling
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9102 Microeconomics > 910201 Consumption
URI: http://eprints.usq.edu.au/id/eprint/3636

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