The market for organically produced foods remains relatively small. If it is to increase then there needs to be a systematic and scientific examination of the consumer decision-making processes involved in the choice between organic and non-organic foods. This project brings together a multidisciplinary team to examine this topic. It combines the development of methods for the segmentation of consumers based upon values and the elicitation of affective (emotional) associations and moral concerns. It involves the development of a theoretically based consumer decision-making model and the testing of this model in several EU member states and in identified consumer segments. It will provide information on the role played by values and by affective associations and moral concerns in consumer decision-making on organic foods and provide novel insights into the marketing of organic foods in the future.
The overall objectives of CONDOR are:
- To provide a basic understanding of the processes involved in consumer decision-making on the purchase and consumption of processed and fresh organic foods;
- To model consumer choice of organic foods based on attitudes, values, affective and moral concerns over eight EU member states.
In order to achieve this, the project also has the following specific objectives:
- To develop methods for the elicitation of moral concerns and of emotional influences on the choice of organic foods;
- To develop methods for identifying segments of consumers based upon their values;
- To integrate these values, moral concerns and emotional components into an integrated model of consumer choice of organic foods;
- To test this integrated model of choice across EU countries and identified consumer segments.
CONDOR will provide:
- Novel methods for uncovering emotional and moral concerns which might influence the choice of organic foods;
- Methods for segmenting consumers based on their values;
- Databases of consumer attitudes, values, emotional and moral concerns in relation to organic foods;
- An understanding of cross-European differences in the impact of emotional and moral influences on the choice of organic foods;
- Dissemination to stakeholders, including industry, consumer groups and NGOs, via a website and through brochures and workshops targeted at particular stakeholder groups;
- A final report synthesising the implications for the European marketing of organic foods.
This project will be the first to examine attitudes and behaviour in relation to both fresh and processed organic foods and to do so across EU member states. It will provide a better understanding of the motivations underlying consumer behaviour and hence have direct implications for the development of EU industry in this area, for consumer representatives and for consumers themselves.