Buying organic: Decision-making heuristics and empirical evidence from Germany

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Buying organic: Decision-making heuristics and empirical evidence from Germany. / Moser, Andrea K.
in: Journal of Consumer Marketing, Jahrgang 33, Nr. 7, 2016, S. 552-561.

Publikation: Beiträge in ZeitschriftenZeitschriftenaufsätzeForschungbegutachtet

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@article{657cd27ba0ed41188906728a8c267986,
title = "Buying organic: Decision-making heuristics and empirical evidence from Germany",
abstract = "PurposeIdentifying the drivers that positively influence consumption of organic products is of utmost importance to reach consumers beyond the niche. Therefore, this study aims to propose an innovative framework which conceptualizes motivating beliefs and a simple decision-making heuristic as predictors of buying organic.Design/methodology/approachA structural equation approach is applied. Data were obtained from a nationwide panel (n = 1,760) and included survey data and scanner data for five different food categories.FindingsThe model is supported by actual purchasing data in all categories. While beliefs explained about 75 per cent of the variance in the decision-making heuristic for organic products, the heuristic in turn predicted up to 20 per cent of the variance in buying behavior.Research limitations/implicationsFurther research should aim to validate the proposed constructs and relationships and refine the factors.Practical implicationsConsumers have to understand and value the benefits of organic products. Self-interested and environmental beliefs are equally strong motivations which can be seen as an opportunity for marketing.Originality/valueThe results contribute to understanding the structure and the impact of heuristics and quantify the competing beliefs by which heuristics are driven.",
keywords = "Sustainability sciences, Management & Economics, sustainability, motivation, heuristics, green, organic, Attitude-behavior gap, Organic food, heuristics",
author = "Moser, {Andrea K.}",
year = "2016",
doi = "10.1108/JCM-04-2016-1790",
language = "English",
volume = "33",
pages = "552--561",
journal = "Journal of Consumer Marketing",
issn = "0736-3761",
publisher = "Emerald Publishing Limited",
number = "7",

}

RIS

TY - JOUR

T1 - Buying organic

T2 - Decision-making heuristics and empirical evidence from Germany

AU - Moser, Andrea K.

PY - 2016

Y1 - 2016

N2 - PurposeIdentifying the drivers that positively influence consumption of organic products is of utmost importance to reach consumers beyond the niche. Therefore, this study aims to propose an innovative framework which conceptualizes motivating beliefs and a simple decision-making heuristic as predictors of buying organic.Design/methodology/approachA structural equation approach is applied. Data were obtained from a nationwide panel (n = 1,760) and included survey data and scanner data for five different food categories.FindingsThe model is supported by actual purchasing data in all categories. While beliefs explained about 75 per cent of the variance in the decision-making heuristic for organic products, the heuristic in turn predicted up to 20 per cent of the variance in buying behavior.Research limitations/implicationsFurther research should aim to validate the proposed constructs and relationships and refine the factors.Practical implicationsConsumers have to understand and value the benefits of organic products. Self-interested and environmental beliefs are equally strong motivations which can be seen as an opportunity for marketing.Originality/valueThe results contribute to understanding the structure and the impact of heuristics and quantify the competing beliefs by which heuristics are driven.

AB - PurposeIdentifying the drivers that positively influence consumption of organic products is of utmost importance to reach consumers beyond the niche. Therefore, this study aims to propose an innovative framework which conceptualizes motivating beliefs and a simple decision-making heuristic as predictors of buying organic.Design/methodology/approachA structural equation approach is applied. Data were obtained from a nationwide panel (n = 1,760) and included survey data and scanner data for five different food categories.FindingsThe model is supported by actual purchasing data in all categories. While beliefs explained about 75 per cent of the variance in the decision-making heuristic for organic products, the heuristic in turn predicted up to 20 per cent of the variance in buying behavior.Research limitations/implicationsFurther research should aim to validate the proposed constructs and relationships and refine the factors.Practical implicationsConsumers have to understand and value the benefits of organic products. Self-interested and environmental beliefs are equally strong motivations which can be seen as an opportunity for marketing.Originality/valueThe results contribute to understanding the structure and the impact of heuristics and quantify the competing beliefs by which heuristics are driven.

KW - Sustainability sciences, Management & Economics

KW - sustainability

KW - motivation

KW - heuristics

KW - green

KW - organic

KW - Attitude-behavior gap

KW - Organic food

KW - heuristics

U2 - 10.1108/JCM-04-2016-1790

DO - 10.1108/JCM-04-2016-1790

M3 - Journal articles

VL - 33

SP - 552

EP - 561

JO - Journal of Consumer Marketing

JF - Journal of Consumer Marketing

SN - 0736-3761

IS - 7

ER -

DOI