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 TypePaper
AuthorsAdamsen, Jannie Mia (Author), Lyons, Kristen (Author), Winzar, Hume (Author) and Rundle-Thiele, Sharyn (Author)
EditorsThyne, Maree, Deans, Kenneth R. and Gnoth, Juergen
Journal or Proceedings TitleProceedings of the 10th Australian and New Zealand Marketing Academy Conference (ANZMAC 2007)
ERA Conference ID76596
Journal Citation1, pp. 1-8
Number of Pages8
Year2007
Place of PublicationDunedin, New Zealand
ISBN9781877156299
Web Address (URL) of Paperhttp://www.anzmac07.otago.ac.nz/
Conference/EventANZMAC 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.

Keywordsorganic food; Likert scales; best-worst scaling
ANZSRC Field of Research 2020350606. Marketing research methodology
350602. Consumer-oriented product or service development
350699. Marketing not elsewhere classified
Public Notes

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Byline AffiliationsGriffith University
School of Management and Marketing
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