University of Auckland Business School, Auckland, New Zealand.
The New Zealand Institute for Plant and Food Research Limited, New Zealand.
Appetite. 2021 Jun 1;161:105123. doi: 10.1016/j.appet.2021.105123. Epub 2021 Jan 23.
Although many countries have promoted organic farming for its benefits, organic food remains a niche market. This study investigates the drivers of purchasing organic food by examining if and how consumers' consumption values influence the food choices of regular buyers, occasional buyers, and non-buyers of organic food. We use consumption values as a theoretical lens for classifying different motives for purchasing organic food. Data were collected using in-depth interviews with 27 Vietnamese participants who were comparable in terms of their awareness of, their ability to afford, and their access to, organic food. Thematic analysis was used to analyse the qualitative data. The study advances research in organic food consumption by showing that trust and distrust in the food system, a much wider concept than trust in food labelling, is a determinant of consumption values of organic food, and therefore a determinant of organic food choice. It also makes a valuable contribution to the organic consumption values literature by showing a clear difference in the importance of perceived consumption values across regular buyers, occasional buyers, and non-buyers of organic food. Furthermore, the study advances Sheth's (1991) theory of consumption values by providing a more nuanced understanding of how consumption values can be interrelated.
尽管许多国家因其益处而推广有机农业，但有机食品仍然是一个小众市场。本研究通过考察消费者的消费价值观是否以及如何影响有机食品的常规购买者、偶尔购买者和非购买者的食品选择，来研究购买有机食品的驱动因素。我们使用消费价值观作为理论视角，对购买有机食品的不同动机进行分类。使用深度访谈的方法收集了 27 名越南参与者的数据，这些参与者在对有机食品的认识、购买能力和获取途径方面具有可比性。采用主题分析方法对定性数据进行分析。该研究通过展示对食品系统的信任和不信任（比食品标签信任的概念更广泛）是有机食品消费价值观的决定因素，因此也是有机食品选择的决定因素，从而推进了有机食品消费研究。它还通过展示常规购买者、偶尔购买者和非购买者对感知消费价值观的重要性有明显差异，为有机消费价值观文献做出了有价值的贡献。此外，该研究通过提供对消费价值观如何相互关联的更细致的理解，推进了 Sheth（1991）的消费价值观理论。
