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.
Download (65Kb) | Preview
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.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|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|
|Uncontrolled Keywords:||organic food; Likert scales; best-worst scaling|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Depositing User:||Assoc Prof Sharyn Rundle-Thiele|
|Date Deposited:||10 Dec 2007 02:09|
|Last Modified:||04 Sep 2013 02:22|
Actions (login required)
|Archive Repository Staff Only|