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Article
Publication date: 1 August 2004

Susan Baker, Keith E. Thompson, Julia Engelken and Karen Huntley

The organic food market is one of the most promising in Europe, although national markets have developed at different rates. In Germany, organics' share of total food turnover is…

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Abstract

The organic food market is one of the most promising in Europe, although national markets have developed at different rates. In Germany, organics' share of total food turnover is 2.7 per cent compared with 1 per cent in the UK. This study explores the reasons why the behaviour of consumers in the UK and Germany has been so divergent despite both groups of consumers holding similar attitudes about organic foods. This was done by investigating the underlying values driving food choice behaviour using means‐end theory and Laddermap 5.4 software. In both cases the dominant means‐end hierarchies were uncovered and the cognitive process mapped. Although similarities emerged with respect to values concerned with health, wellbeing and the enjoyment of life, product attributes sought in order to achieve these values were different between the groups. A major difference was found in the absence among the UK group of any connection between organic food and the environment.

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European Journal of Marketing, vol. 38 no. 8
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 1 January 2009

Thomas J. Reynolds and Joan M. Phillips

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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