LITERATURE REVIEW
2.1 Introduction
This chapter was discussed about the overview of organic foods purchase intention that might affect purchasing of organic food among ASTRO staffs. In order to identify why consumers purchase the organic foods, research come out with a few factors that really influence the consumers to purchase the organic foods. The factors such as consumer attitude, environmental consciousness, safety and health aspect, knowledge and quality of organic foods will influence the purchase intention among ASTRO staffs. Besides that, demographic characteristic will support to identify what type of ASTRO staffs who purchase organic foods in their daily life. Moreover, the type of organic foods that most likely purchased by ASTRO staffs will determine in this study. Lastly, based on the research questions, research objectives and also hypothesis a theoretical framework was constructed based on the independent variables.
2.2 Consumer attitude towards buying organic food
According to (Blackwell et all. 2003) attitudes come in many shapes and forms. For example, attitude toward a behavior which is an evaluation of performing a particular behavior involving the attitude object, such as buying organic food. A study was conducted by de Magistris and Gracia (2008) with the title of organic purchase behavior of Italian consumers. From this study, they found that consumer’s attitudes towards organic food, in particular towards the health attributes and the environment are the most factors explaining the organic food purchase. This study concludes that the intention of purchase of organic food depends on the consumer’s attitude and the organic product knowledge. Furthermore, organic food products purchase...
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...o encourage by our government. Organic foods are one of a green product category. In order to identify why people like to purchase organic food, few factors will support for the research. The attitude of consumers toward organic foods, the environment consciousness, safety and health aspect, the knowledge of the organic food among consumers, and also the perception of quality on organic food among consumers will support this research to identify the factors influence the purchase intention. However, in order to identify which type of ASTRO staffs are purchase the organic foods, the socio demographic factors such as age, marital status, education and income of ASTRO staffs will be focus in this research. Besides that, in order to determine what types of organic foods most likely purchased by ASTRO, few types of organic foods will be consider in this research.
Organic products and non-organic products have been a subject of interest for me for a great amount of time because I have often questioned whether there really was a difference between the two types of products. I always wondered what the nutritional, economic, laborious, and pollution differences were, if any, in the creation of the two types of products. Through research, I have found several sources of information which allow me to determine more than a physical difference between the two.
While the organic movement has increased the production and sale of organic food in the United States, something that should be noted is that the stock of Whole Foods Market, a grocery store is dedicated to the sale of organic food, has gone down 40% since October of 2013. Whole Foods Market’s success rates are slowly beginning to diminish and it may lose its dominance in the organic foods market (The Economist, 2014). While this may seem indicative of a decrease in public interest of organic food, it really indicates the opposite. After seeing the success of Whole Foods Market, new stores such as Trader Joe’s and Sprouts entered the organic market and became strong competition. The decline in Whole Foods Market’s success may be attributed
Currently, there is a global demand emerging for organic products specifically a huge consumer demand in the United States and Europe. The United States ranks fourth in organically farmed land globally, and sales of organic food have increased by almost a factor of six, from $3.6 billion in 1997 to $21.1 billion in 2008 (Reganold, Andrews, Reeve, Carpenter-Boggs, Schadt, Alldredge, Ross, Davies, Zhou, 2010). In the United States, organic farming has gained much popularity in the farm sector, mainly due to the new wave or generally recognized as healthy food products (Uematsu, Mishra, 2012).
The targeted goal set by Joe’s is to reach an increase of organic product by an outstanding 30%. A selling point for many people in today’s market is whether or not the food or the product is safe for them. Recently people have discovered that organic foods tend to be much better for the body and give more nutrients than inorganic does. So by achieving the goal of increasing organic products by 30% Joe’s will be targeting a much larger market to whom people only consume organic products, also they will see an increase in their target market, due to the stigma behind organic food within younger
Of all the analyzed factors, the problem in the industry is availability of cheap and plenty non-organic foods. While organic foods emphasize on health, it does not provide alternative of cheap foods. Majority of the population, perhaps due to the information they have at hand, consumers prefer buying depending on economies of scale rather than observing their health. For example, a large family will prefer large amount of food, which are cheaper as compared to the same amount of organic food but at double or triple price. Therefore, even competitors of WFM face the same problem of alternative non organic food in the market that come cheap and
Yiridoe, E., Bonti-Ankomah, S., & Martin, R. (2005). Comparison of consumer perceptions and preference toward organic versus conventionally produced foods: A review and update of the literature. Renewable Agriculture and Food Systems, 20(4), 193-205. Retrieved from http://journals.cambridge.org.er.lib.k-state.edu/action/displayFulltext?type=6&fid=692720&jid=RAF&volumeId=20&issueId=04&aid=692716&bodyId=&membershipNumber=&societyETOCSession=&fulltextType=RA&fileId=S1742170505000220
With the world’s population continuing to increase, the demand for food is higher than ever. This increase in food demand also calls for more efficient ways of growing and providing the food. Two methods that are very controversial are the organic and conventional method. While many people support the organic method because of its known benefits, others feel that it is an over inflated industry that cheats consumers out of their money. But recently many studies have disproved those critics. These studies prove that Organic food is a better choice than conventional because it is better for the environment, avoids the use of chemicals, and is generally more beneficial.
The term “organic” is almost everywhere in modern society, whether it’s used to promote a product or it’s debated on whether it really benefits the human diet. Organic food is heavily debated on as it appears more and more in local grocery stores and farmers markets begin to populate, it raises questions such as “Is organic food better than food grown with pesticides and biologically engineered genes?” and “Are there benefits to eating organically over foods grown in any other way?” In terms of what data and results show in research may help lead to answers to most of the heavily debated issues throughout discussions on organic food.
Thesis: Organic food is full of nutrients and when compared to conventional food is a much better choice
Food has been a common source of necessity in our everyday lives as humans. It helps gives us nutrition and energy to live throughout our life. Over several decades, the development of making foods has evolved. They have changed from natural to processed foods in recent years. Nowadays natural ingredients are barely used in the making of foods like bread, cheese, or yogurt. The food industry today has replaced natural food making with inorganic ingredients. The cause of this switch is due to processed foods being easier, cheaper and faster to make. Artificial nutrition and processed foods have been proven to last longer in market shelves then natural foods. Also, due to artificial additives in processed foods they help satisfy consumers taste more than natural ingredients. The method of producing processed foods is common in today's food industry and helps make money faster and efficiently for companies. Examples of this can be found in all markets that distribute food. Even though processed foods may be easier and faster to make, they are nowhere near as healthy for consumers compared to natural foods. Natural foods are healthier, wholesome, and beneficial to the human body and planet then processed foods.
In order to understand the relationship between a consumer’s attitude and their behaviour, psychologist constructed a few attitude models to help marketers to understand the consumer’s attitude and behaviour (Shiffman & Kanuk, 2010:249). Some of the attitude models that are considered as important are the following: the single-component attitude model, the tri-component, the multi-attribute attitude model (Rousseau, 2007:195), the theory of trying-to-consume model and the attitude-toward-the-ad models (Shiffman & Kanuk, 2010:255).
Consumer Perception: Even though consumers’ have become conscious about the kind of food they buy; there is not a clear understanding and implication of “organic”. They are also not able to tell the difference between “natural” and “organic” on product labels. The gap is even wider for consumers that have never purchased any kind of organic food till date.
Conclusion: Now a day’s organic food is getting popular and people are getting aware about the health promoting benefits of having organic food and it is easily available in the grocery store labeled as organic. The main reason most of the people don’t opt for organic food is it is higher in price, we have a false sense that conventional food comes at lower price, the price does not include the government spending on cleaning of pollution caused by producing such conventional produces, and government subsidies on agriculture, these are all tax payers money and ultimately goes from our pocket, thus why thing on short term benefits of conventional food, when organic food has long term benefit on our health , environment and future.
Thirty years later, organic farming was in high demand, but suffered developing pains. Although there was agreements being made, there was no regulations put forth towards organic farming. Fast forwarding to present time, many consumers are starting to purchase organic food products even making it a trend. Written in Inouye, Alena, and McCauley’s 2006 article “Organic Farming Should Be Pursued”, “organic farming is gaining in popularity due to Americans ' increasing concern about food safety and environmental protection.” This quote assumes the reasoning behind the sudden popularity in organic farming is society’s attraction towards the idea of a cleaner food industry and environment. The article also mentions, “As a result, sales of organic foods in the United States have increased by more than 20 percent every year since 1996, reaching $7.8 billion in 2000.”(Inouye, Alena, McCauley) The fact that popularity towards organic farming grows at a rate of 20 percent every single year further proves how its movement has such an impact towards the consumers of
Organic food is food that is grown without any pesticide or fertilizers. In recent years, sales for organic foods are increasing every year. A lot of people go to supermarkets in order to buy some organic foods, because they think that organic foods are healthier than conventional foods. People purchase organic foods for different reasons such as personal health, the quality of organic foods, and taste, but the most important reason is personal health. The topic that whether organic foods have more benefits or not is very controversial for a long time. Maybe some people believe that organic foods are beneficial to human health, but some other people disagree with the viewpoint, so buying organic foods depend on people’s choices. People believe organic foods are healthier because they generally think organic foods have less pesticide and fertilizer residue, more nutritional values, and are beneficial to environment.