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Consumers choice of organic versus conventional fruit and vegetables - The role of the grocery store

Tjärnemo, Heléne LU and Ekelund, L (2004) 15th International Symposium on Horticultural Economics and Management In Proceedings of the XV International Symposium on Horticultural Economics and Management p.115-120
Abstract
This paper presents findings from two explorative studies. One is a consumer study based on interviews with consumers in real store settings and one is a study based on interviews with fruit and vegetable managers of stores affiliated with a major food retail chain in Sweden. The aim of both studies was to explore the role of the grocery store for the consumers' choice of organic versus conventional fruit and vegetables. The empirical data was analysed by using Perspective Text Analysis (PTA), an approach that aims at revealing the central message of a verbal or written text. The analyses showed that the main approach towards how to choose fruit and vegetables differed between consumers who bought and consumers who did not buy organic... (More)
This paper presents findings from two explorative studies. One is a consumer study based on interviews with consumers in real store settings and one is a study based on interviews with fruit and vegetable managers of stores affiliated with a major food retail chain in Sweden. The aim of both studies was to explore the role of the grocery store for the consumers' choice of organic versus conventional fruit and vegetables. The empirical data was analysed by using Perspective Text Analysis (PTA), an approach that aims at revealing the central message of a verbal or written text. The analyses showed that the main approach towards how to choose fruit and vegetables differed between consumers who bought and consumers who did not buy organic fruit and vegetables. While the first group was health-oriented, the second group was more meal-oriented. Organic fruit and vegetables were perceived as coherent with the first group's health-oriented buying approach, but as incoherent with the basic quality standards of the second group. The meal-oriented consumers perceived the grocery store as a source of inspiration for their meal planning, and for that reason the store could play a significant role by promoting organic alternatives. However, the study of fruit and vegetable managers indicated that grocery stores could not be expected to promote organic fruit and vegetables, since the fruit and vegetable managers considered organically grown to be of marginal interest from both a store and a consumer perspective. The two studies highlight one of the main difficulties that tie ahead of continues market growth of organic fruit and vegetables, i.e. how to reach the less devoted majority of consumers if the food retailers perceive organically grown as uninterested products. (Less)
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author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
marketing, food, Pertex, perspective text analysis, PTA, health-oriented, Sweden
in
Proceedings of the XV International Symposium on Horticultural Economics and Management
issue
655
pages
115 - 120
publisher
International society for horticultural science
conference name
15th International Symposium on Horticultural Economics and Management
external identifiers
  • wos:000225536100014
  • scopus:58149125982
ISSN
0567-7572
ISBN
978-90-66050-56-3
language
English
LU publication?
yes
id
5cafe69b-cc9f-432a-b5ff-54981a65128d (old id 1406182)
date added to LUP
2009-06-08 12:51:46
date last changed
2017-03-26 04:14:34
@inproceedings{5cafe69b-cc9f-432a-b5ff-54981a65128d,
  abstract     = {This paper presents findings from two explorative studies. One is a consumer study based on interviews with consumers in real store settings and one is a study based on interviews with fruit and vegetable managers of stores affiliated with a major food retail chain in Sweden. The aim of both studies was to explore the role of the grocery store for the consumers' choice of organic versus conventional fruit and vegetables. The empirical data was analysed by using Perspective Text Analysis (PTA), an approach that aims at revealing the central message of a verbal or written text. The analyses showed that the main approach towards how to choose fruit and vegetables differed between consumers who bought and consumers who did not buy organic fruit and vegetables. While the first group was health-oriented, the second group was more meal-oriented. Organic fruit and vegetables were perceived as coherent with the first group's health-oriented buying approach, but as incoherent with the basic quality standards of the second group. The meal-oriented consumers perceived the grocery store as a source of inspiration for their meal planning, and for that reason the store could play a significant role by promoting organic alternatives. However, the study of fruit and vegetable managers indicated that grocery stores could not be expected to promote organic fruit and vegetables, since the fruit and vegetable managers considered organically grown to be of marginal interest from both a store and a consumer perspective. The two studies highlight one of the main difficulties that tie ahead of continues market growth of organic fruit and vegetables, i.e. how to reach the less devoted majority of consumers if the food retailers perceive organically grown as uninterested products.},
  author       = {Tjärnemo, Heléne and Ekelund, L},
  booktitle    = {Proceedings of the XV International Symposium on Horticultural Economics and Management},
  isbn         = {978-90-66050-56-3},
  issn         = {0567-7572},
  keyword      = {marketing,food,Pertex,perspective text analysis,PTA,health-oriented,Sweden},
  language     = {eng},
  number       = {655},
  pages        = {115--120},
  publisher    = {International society for horticultural science},
  title        = {Consumers choice of organic versus conventional fruit and vegetables - The role of the grocery store},
  year         = {2004},
}