Marketing organic food in Australia: A qualitative study of factors influencing consumers’ purchase intentions
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Paper/Presentation Title | Marketing organic food in Australia: A qualitative study of factors influencing consumers’ purchase intentions |
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Presentation Type | Other |
Authors | Almrafee, Mohammad (Author), Chimhundu, Ranga (Author) and Hassan, Rumman (Author) |
Editors | Lang, Mark |
Number of Pages | 1 |
Year | 2019 |
Place of Publication | Tampa, United States |
Web Address (URL) of Paper | https://www.dropbox.com/s/opsdofy89klfk0y/IFMRS%202019%20Australia%20Proceedings.pdf?dl=0 |
Conference/Event | International Food Marketing Research Symposium 2019 |
Event Details | International Food Marketing Research Symposium 2019 Parent International Food Marketing Research Symposium Event Date 12 to end of 13 Jun 2019 Event Location Sippy Downs, Australia |
Abstract | This study aims to explore the main factors that influence consumers’ purchase intention of organic food in Australia. The researchers employed a qualitative study using semi-structured interviews with 30 interviewees to explore the key motives that influence consumers to purchase organic food. Interviewees were selected using the mall intercept method, a convenience sampling method. Thematic content analysis was used to analyse the data and Nvivo software was utilised in this regard. The study unveiled various factors that may influence consumers’ decision to purchase organic food. The study revealed that health concern, price, labelling, availability, trust, environmental concern, certification, taste, packaging, nutritional value, quality, subjective norms and social media are the most important factors that influence consumers to purchase organic food in Australia. |
Keywords | Organic Food, Australia, Qualitative Study, Consumers’ Purchase Intention |
ANZSRC Field of Research 2020 | 350699. Marketing not elsewhere classified |
350605. Marketing management (incl. strategy and customer relations) | |
Byline Affiliations | School of Management and Enterprise |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q594v/marketing-organic-food-in-australia-a-qualitative-study-of-factors-influencing-consumers-purchase-intentions
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