Buying organic: Decision-making heuristics and empirical evidence from Germany
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In: Journal of Consumer Marketing, Vol. 33, No. 7, 2016, p. 552-561.
Research output: Journal contributions › Journal articles › Research › peer-review
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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 -