An agenda to construct an improved understanding of Australian organic consumers

Paper

Adamsen, Jannie Mia, Lyons, Kristen, Winzar, Hume and Rundle-Thiele, Sharyn. 2007. "An agenda to construct an improved understanding of Australian organic consumers." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.

Paper/Presentation Title	An agenda to construct an improved understanding of Australian organic consumers
Presentation Type	Paper
Authors	Adamsen, Jannie Mia (Author), Lyons, Kristen (Author), Winzar, Hume (Author) and Rundle-Thiele, Sharyn (Author)
Editors	Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen
Journal or Proceedings Title	Proceedings of the 10th Australian and New Zealand Marketing Academy Conference (ANZMAC 2007)
ERA Conference ID	76596
Journal Citation	1, pp. 1-8
Number of Pages	8
Year	2007
Place of Publication	Dunedin, New Zealand
ISBN	9781877156299
Web Address (URL) of Paper	http://www.anzmac07.otago.ac.nz/
Conference/Event	ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop
	ANZMAC Conference
Event Details	ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C
Event Details	ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop Event Date 30 Nov 2007 to end of 02 Dec 2007 Event Location Dunedin, New Zealand
Abstract	Organic food is claimed to be one of the fastest growing food categories worldwide, with growth rates of 20-30%. There have been considerable research efforts globally seeking to understand the organic food consumer. To date, academic research has been unable to reach a consensus, and we remain incapable of adequately describing who buys and importantly why consumers choose to buy organic food products. The objective of this paper is to examine the merits of using an alternate method to better understand organic food consumers. It is proposed that the Best Worst scaling method be used as a methodological framework to guide research about organic purchasing decisions. The Best Worst scaling method avoids issues related to Socially Desirable Responding; a known effect of using the ever-popular Likert scale.
Keywords	organic food; Likert scales; best-worst scaling
ANZSRC Field of Research 2020	350606. Marketing research methodology
	350602. Consumer-oriented product or service development
	350699. Marketing not elsewhere classified
Public Notes	Files associated with this item cannot be displayed due to copyright restrictions.
Byline Affiliations	Griffith University
	School of Management and Marketing

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