Download Marketing and Organic Consumers

AGCJ 404: Communicating Agricultural Information to the Public
Fact Sheet Assignment
Fall Semester 2008
Marketing and Organic Consumers
Who is the organic consumer?
The organic food industry is experiencing
growth throughout the world and it is important
to understand organic consumers. Research
found that the regular consumer of organic foods
(RCOF) is:
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Female
Older
Has children in the household
Health-conscious
Seeking to attain a healthy lifestyle
What motivates consumers to purchase
organic products?
Factors that motivate consumers to
purchase organic products are grouped into two
broad categories:
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Food safety
Environmental concerns
Many younger consumers have a more
positive attitude toward organic products.
However, they are less likely to make the
purchase. This can be linked to high prices of
organic products.
Consumers are beginning to support
environmentally-friendly farming practices.
Source: www.1seoanalyst.com
Women are typically more likely to purchase
organic products.
Source: http://organic.lovetoknow.com/
Consumers are becoming more aware of
health risks of foods grown with pesticides. The
more aware the consumer is of the health
benefits associated with organic produce, the
more likely they are to make the purchase. It is
important as an agricultural marketer and
advertiser to make the consumer aware of the
advantages of organic products.
Environmentally-conscious consumers
are realizing the impact of traditional farming on
the environment. With increasing support for go-
Additional information about this Fact Sheet may be obtained from:
Lauren Wied
[email protected] or (xxx) xxx-xxxx
green campaigns, marketers should highlight the
advantages of organic farming in marketing
campaigns. When consumers feel they are
making a difference in the environment, they are
more likely to purchase organic products again.
If marketers and advertisers use these
guidelines, successful campaigns can be
implemented. It is very important that marketers
and advertisers understand the diversity of
organic consumers. One broad marketing or ad
campaign will not persuade all consumers to
make the purchase. Individual campaigns geared
toward each demographic is necessary to
achieve desired results.
This seal certifies that products with this label
are organic.
Source: blog.usa.gov
What factors determine organic consumers’
intent?
Many factors determine consumers’
intent to buy organic foods. These factors
include:
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This advertisement’s target market is
health-conscious organic consumers.
Source: www.naturallysavvy.com
Gender
Price
Availability
Product information
Other consumers’ opinions
Agricultural marketers should pay
special attention to these factors when preparing
a marketing plan for organic products. Many
different campaigns may be needed to reach
each group.
How can marketers/advertisers successfully
reach organic consumers?
With the growth of the organic industry
it is important that agricultural marketers and
advertisers understand three things:
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This ad for organic food is intended for
consumers with environmental concerns.
Source: http://www.bryantan.com/folio/
Who their target audience is
What motivates them to purchase
organic products
What factors establish intent
Additional information about this Fact Sheet may be obtained from:
Lauren Wied
[email protected] or (xxx) xxx-xxxx
This advertisement successfully incorporates multiple organic consumer target markets.
Source: cegraphicdesign.net
References
Anderson, J. C., Wachenheim, C. J., &
Lesch, W. C. (2006). Perceptions of
genetically modified and organic
foods and processes [Electronic
version]. AgBioForum,9(3), 180-194.
Hughner, R. S., McDonagh, P., Prothero, A.,
Shultz II, C. J., & Stanton, J. (2007).
Who are organic food consumers? A
compilation and review of why
people purchase organic food
[Electronic version]. Journal of
Consumer Behaviour, 6(2/3), 94-110.
Michaelidou , N., & Hassan, L. M., (2007).
The role of health consciousness, food
safety concern and ethical identity on
attitudes and intentions towards organic
food [Electronic version]. International
Journal of Consumer Studies, 32(2),
163-170.
Onyango, B. M., Hallman, W. K., &
Bellows, A. C. (2007). Purchasing
organic food in the US food
systems: A study of attitudes and
practice [Electronic version]. British
Food Journal,109(5), 399-411.
Lodorfos, G. N., & Dennis, J. (2008).
Consumers’ intent: in the organic food
market [Electronic version]. Journal of
Food Products Marketing, 14(2), 17-38.
Additional information about this Fact Sheet may be obtained from:
Lauren Wied
[email protected] or (xxx) xxx-xxxx