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Consumer motivations in the purchase of organic food: a means-end approach
By R. Zanoli and S. Naspetti
In order to provide insights into consumer motivation in purchasing organic products, 60 respondents were interviewed using "hard" laddering approach to the measurement of means-end chains. The results (ladders) of these semi-qualitative interviews are coded, aggregated and presented in a set of hierarchical structured value maps.
Even if organic products are perceived as difficult to find and expensive, most consumers judge them positively. All consumers associate organic products with health at different levels of abstraction and want good, tasty and nourishing products, because pleasure and wellbeing are their most important values.
Results show that differences exist between groups of consumers with
respect to their frequency of use (experience) of organic products and
level of information (expertise). This paper also reports and discusses
results on consumer cognitive structures at different levels of experience.
© 2012, Organic Agriculture Centre of Canada (OACC)