Joris Aertsens, Wim Verbeke, Koen Mondelaers and Guido Van Huylenbroeck
A lot of literature is available that discusses personal determinants of organic food consumption. However different models and determinants are used in the literature. This paper…
Abstract
Purpose
A lot of literature is available that discusses personal determinants of organic food consumption. However different models and determinants are used in the literature. This paper aims to provide an overview, within a framework linking Schwartz' values theory and the theory of planned behaviour (TPB). Also it seeks to focus on the importance of affective attitude, emotions, personal norm, involvement and uncertainty related to organic food consumption.
Design/methodology/approach
The paper is based on secondary data sources, namely the literature concerning personal determinants of organic food consumption.
Findings
Both the values theory and the theory of planned behaviour have been referred to as relevant theories for better understanding consumers' choice for organic food. Organic food consumption decisions can be explained by relating attributes of organic food with more abstract values such as “security”, “hedonism”, “universalism”, “benevolence”, “stimulation”, “self‐direction” and “conformity”. Appealing to these values can positively influence attitudes towards organic food consumption. Besides attitude, subjective and personal norm and (perceived) behavioural control influence consumption of organic food.
Research limitations/implications
More research related to the role of uncertainty (reduction) during the process of buying organic food is recommended.
Practical implications
Relatively little research has examined the affective component of attitude and emotions in relation to organic food consumption, while these may play an important role as drivers of involvement and thus help to jolt food purchasers out of their routine of buying conventional food and set a first step to adopt organic food.
Originality/value
To the authors' knowledge, this is the first paper providing a comprehensive overview and linking the literature on organic food consumption to the values theory and the theory of planned behaviour, including the role of personal norm and focusing on emotions. The proposed integration of mental processing in an organic food consumption model leads to interesting hypotheses and recommendations for policy makers, researchers and stakeholders involved in the organic food market.
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Guido Van Huylenbroeck, Koen Mondelaers and Joris Aertsens
Eline de Backer, Joris Aertsens, Sofie Vergucht and Walter Steurbaut
Sustainable agriculture implies the ability of agro‐ecosystems to remain productive in the long‐term. It is not easy to point out unambiguously whether or not current production…
Abstract
Purpose
Sustainable agriculture implies the ability of agro‐ecosystems to remain productive in the long‐term. It is not easy to point out unambiguously whether or not current production systems meet this sustainability demand. A priori thinking would suggest that organic crops are environmentally favourable, but may ignore the effect of reduced productivity, which shifts the potential impact to other parts of the food provision system. The purpose of this paper is to assess the ecological sustainability of conventional and organic leek production by means of life cycle assessment (LCA).
Design/methodology/approach
A cradle‐to‐farm gate LCA is applied, based on real farm data from two research centres. For a consistent comparison, two functional units (FU) were defined: 1ha and 1 kg of leek production.
Findings
Assessed on an area basis, organic farming shows a more favourable environmental profile. These overall benefits are strongly reduced when the lower yields are taken into account. Related to organic farming it is therefore important that solutions are found to substantially increase the yields without increasing the environmental burden. Related to conventional farming, important potential for environmental improvements are in optimising the farm nutrient flows, reducing pesticide use and increasing its self‐supporting capacity.
Research limitations/implications
The research is a cradle‐to‐farm gate LCA, future research can be expanded to comprise all phases from cradle‐to‐grave to get an idea of the total sustainability of our present food consumption patterns. The research is also limited to the case of leek production. Future research can apply the methodology to other crops.
Originality/value
To date, there is still lack of clear evidence of the added value of organic farming compared to conventional farming on environmental basis. Few studies have compared organic and conventional food production by means of LCA. This paper addresses these issues.
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Joris Aertsens, Koen Mondelaers, Wim Verbeke, Jeroen Buysse and Guido Van Huylenbroeck
Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor…
Abstract
Purpose
Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor slowing down growth. This paper aims to focus on the factors influencing objective and subjective knowledge with regard to organic food production and the relationship between both types of knowledge and consumer attitudes and motivations towards organic food and its consumption.
Design/methodology/approach
A literature review is presented, relating to the impact of knowledge on behaviour in general and, more specifically, on organic food consumption. Several hypotheses are formulated concerning the relationship between objective and subjective knowledge, attitudes and organic food consumption and these are tested on organic vegetable consumption in Flanders (Belgium). Multiple regression models, a probit model and an analysis of variance are applied to a sample of 529 completed questionnaires (response rate=44 per cent). The respondents were selected in January 2007 using a convenience sampling technique. Socio‐demographic variables are used to check representativeness.
Findings
In the sample, the level of objective knowledge regarding organic vegetables is high. Attitudes towards the consumption of organic vegetables are generally positive. The strongest motivations for consuming organic vegetables are that they are produced without synthetic pesticides, are better for the environment, healthier, of higher quality and taste better. The strongest perceived barriers are overly high prices and lack of availability. Objective and subjective knowledge with regard to organic food production show a positive correlation. Higher levels of objective and subjective knowledge concerning organic food are positively related to a more positive attitude towards organic food, greater experience of it and a more frequent use of information. Membership of an “ecological organisation” (VELT) is also related to higher levels of knowledge. Some variables have a significant positive relationship with subjective knowledge, but not with objective knowledge. Attitude is significantly and positively influenced by subjective knowledge, VELT‐membership, norm, motivations and female gender. Perceived barriers have a significant negative influence on attitude. The likelihood of consuming organic vegetables is significantly and positively influenced by VELT‐membership, subjective knowledge, attitude, motivations and the presence of children in the household. Whilst objective knowledge, norm and female gender have a significantly positive influence on attitude towards organic vegetables, they have no significant influence on the likelihood of actually consuming organic vegetables.
Originality/value
Whilst several researchers argue that knowledge may be a very important factor in increasing organic food consumption, few have studied the mechanisms behind it. To the authors' knowledge this is the first paper describing the impact of knowledge on organic food consumption in such detail. By assessing the impact of knowledge, as well as other factors, on organic food consumption, greater insight is gained with regard to organic food consumption behaviour.
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Christine Hoefkens, Wim Verbeke, Joris Aertsens, Koen Mondelaers and John Van Camp
The present study aims to explore and compare consumer perception and scientific evidence related to food quality and food safety aspects of organic versus conventional vegetables.
Abstract
Purpose
The present study aims to explore and compare consumer perception and scientific evidence related to food quality and food safety aspects of organic versus conventional vegetables.
Design/methodology/approach
Primary data on consumer perception were gathered in 2006‐2007 through a consumer survey with Flemish adults (n=529) and compared with scientific evidence from literature. Consumers of organic and conventional vegetables were selected by means of a convenience sampling procedure. Subjects were asked to complete a self‐administered questionnaire concerning the perception of the nutritional and toxicological value of organic relative to conventional vegetables. Data processing and analysis included descriptive analysis (frequency distributions), data reduction (Cronbach's alpha test, factor analysis), bivariate analysis (correlations, t‐test, ANOVA) and multivariate analysis (stepwise multiple regression).
Findings
It was found that organic vegetables are perceived as containing less contaminants and more nutrients, and as such, being healthier and safer compared to conventional vegetables. However, not enough evidence is currently available in the literature to support or refute such a perception, indicating a certain mismatch between consumer perception and scientific evidence. The gap between perception and evidence is larger among older consumers with children. The perception is stronger when the consumption frequency is higher, but is independent of gender, place of residence (rural or urban), education and income level. Also non‐users, on average, perceive that organic vegetables have a nutritional and toxicological advantage over conventional vegetables.
Research limitations/implications
A non‐probability convenience sampling method was applied which limits generalisation of the findings beyond the sample characteristics.
Originality/value
This paper is original in comparing consumer perception and scientific facts related to both nutritional and safety aspects of organic versus conventional vegetables.
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Koen Mondelaers, Joris Aertsens and Guido Van Huylenbroeck
This paper aims to perform a meta‐analysis of the literature comparing the environmental impacts of organic and conventional farming and linking these to differences in management…
Abstract
Purpose
This paper aims to perform a meta‐analysis of the literature comparing the environmental impacts of organic and conventional farming and linking these to differences in management practises. The studied environmental impacts are related to land use efficiency, organic matter content in the soil, nitrate and phosphate leaching to the water system, greenhouse gas emissions and biodiversity.
Design/methodology/approach
The theoretic framework uses the driver‐state‐response framework and literature data were analysed using meta‐analysis methodology. Meta‐analysis is the statistical analysis of multiple study results. Data were obtained by screening peer reviewed literature.
Findings
From the paper's meta‐analysis it can conclude that soils in organic farming systems have on average a higher content of organic matter. It can also conclude that organic farming contributes positively to agro‐biodiversity (breeds used by the farmers) and natural biodiversity (wild life). Concerning the impact of the organic farming system on nitrate and phosphorous leaching and greenhouse gas emissions the result of the analysis is not that straightforward. When expressed per production area organic farming scores better than conventional farming for these items. However, given the lower land use efficiency of organic farming in developed countries, this positive effect expressed per unit product is less pronounced or not present at all.
Original value
Given the recent growth of organic farming and the general perception that organic farming is more environment friendly than its conventional counterpart, it is interesting to explore whether it meets the alleged benefits. By combining several studies in one analysis, the technique of meta‐analysis is powerful and may allow the generation of more nuanced findings and the generalisation of those findings.
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Joris Aertsens, Koen Mondelaers and Guido Van Huylenbroeck
The organic product market can be considered as an emerging market. Since the 1990s it has experienced rapid growth, and supermarket chains have become the sales channel with the…
Abstract
Purpose
The organic product market can be considered as an emerging market. Since the 1990s it has experienced rapid growth, and supermarket chains have become the sales channel with the largest market share and are the main driver for further growth. However, different supermarket retail groups have very different strategies concerning the marketing of organic products. The purpose of this paper is to gain insight into the different strategies of retailers who are active in the organic product market and to explain the drivers which may underlie them.
Design/methodology/approach
The strategies of the three most important Belgian retailers that market organic products, and in particular organic beef, are analyzed. Data were collected through interviews with the retailers' staff and through observations in retail outlets. Also, GfK‐household panel data which recorded all purchases of 3,000 Belgian households and a postal survey with 529 respondents were used as data sources.
Findings
The different strategies used by retailers to market organic foods are associated with the overall characteristics and marketing strategies of the retail groups. Some retail groups have clear “first mover” advantages from engaging in the organic product line, while for others an adaptive strategy is more appropriate.
Research limitations/implications
The insights from this paper will help the understanding and facilitate the development of future strategies for organic and other high‐value or premium products, which will be of interest to researchers and stakeholders who are active in these markets.
Practical implications
The retail sector is not a single homogeneous block, but instead consists of retailers who pursue quite different strategies. This concept may have major implications for the future development of high‐value markets.
Originality/value
Existing relevant theories were applied to the adoption of the organic product line, a segment in the portfolio of retailers that is becoming more important. The empirical material collected sheds new light on the drivers behind retail strategies.
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The present study is centric on the organic food sector and explores the role of social media in pushing local farmers onto the market shelves. The study is intended to analyse…
Abstract
Purpose
The present study is centric on the organic food sector and explores the role of social media in pushing local farmers onto the market shelves. The study is intended to analyse the ground reality of the producers and the innate challenges of the traditional market structure. The study aims to explore the impact of social media in establishing small-scale producers in the organic food sector.
Design/methodology/approach
The study is pragmatic in approach and with the help of a semi-structured personal investigation it delves deeper and uses an interpretative phenomenological approach to analyse the anecdotes shared by the subjects.
Findings
The study finds that access to social media windows leads to a corresponding jump in the sales and brand image of the producers.
Originality/value
The study is novice and original in approach confirming the impact of social media on local farmers and producers. It showcases the power of social media in leveraging the state of the economy of the marginalised sections.