ARC Training Centre for Innovative Horticultural Products, School of Land and Food, Tasmanian School of Business and Economics, University of Tasmania, Australia.
Department of Marketing, Macquarie University, ARC Training Centre for Innovative Horticultural Products, University of Tasmania, Australia.
Appetite. 2018 Jun 1;125:418-427. doi: 10.1016/j.appet.2018.02.029. Epub 2018 Mar 1.
Interest in the consumption of organic food has steadily risen over the past two decades. Yet after considerable research addressing a range of issues related to organic food consumption no research systematically examines which factors explain consumers' perceptions and purchase of organics. Through a meta-analysis we examine factors underpinning the purchase of organic food using a sample of 124,353 consumers reported in 150 manuscripts over the period from 1991 to 2016. The results demonstrate that credence attributes of organic food are valued more than search and experience attributes. This shows that the market is guided by the perceived benefits of organic over conventionally grown food. These findings do not diminish the importance of search and experience attributes, but suggest that credence attributes have a prominent role in consumer organic food purchases. From the perspective of organic producers and sellers an understanding of consumer perceptions, set within search, experience and credence attributes, has the potential to offer a unique selling proposition and point of differentiation in the market.
在过去的二十年中，人们对有机食品的消费兴趣稳步上升。然而，经过大量研究解决了与有机食品消费相关的一系列问题，没有研究系统地检查哪些因素解释了消费者对有机食品的看法和购买。通过元分析，我们使用 1991 年至 2016 年期间在 150 篇文献中报告的 124353 名消费者的样本，研究了购买有机食品的基础因素。结果表明，有机食品的信任属性比搜索和体验属性更有价值。这表明市场是由有机食品相对于传统种植食品的感知优势所引导的。这些发现并没有降低搜索和体验属性的重要性，但表明信任属性在消费者购买有机食品方面发挥着重要作用。从有机生产者和销售者的角度来看，理解消费者的看法，将其置于搜索、体验和信任属性中，有可能在市场上提供独特的销售主张和差异化点。
