Abstract
The purpose of this paper is to explore the values that underlie young adults’ purchase motivation of organic food. Online chat-based laddering interviews were conducted with 30 organic and non-organic consumers. A means-end chain analysis of the laddering interviews revealed several values of young adults that are relevant for organic food purchase. Values that were found in relation to organic food purchase were security, universalism, hedonism and benevolence. Values related to non-purchase of organic food were security, power, self-direction and hedonism. The results of this study show that both egoistic and altruistic values are relevant for young adults’ organic food purchase intention. When it comes to motivating young adults to become organic consumers, particularly the reasons for not buying organic food ‘too high prices’ and ‘lack of trust’ should be considered when developing well-targeted communication strategies.
Highlights
IntroductionThe market for organic food shows a continuously growing trend
Since many years, the market for organic food shows a continuously growing trend
The results of the online laddering interviews show that a variety of values shape the buying behaviour of young adults towards organic food
Summary
The market for organic food shows a continuously growing trend. Increasing area means additional supply of organic produce, and in order to maintain market equilibria is an additional demand. Additional demand requires a change in the purchasing behaviour of consumers who already consume organic products by buying more organic products and/or reaching out for new groups of consumers. One such group is young adults (18 to 30 years). In order to successfully address this group, one should be aware of the general values and specific attitudes towards organic food that drive consumer behaviour (Reynolds and Gutman 1988). Since values and attitudes can differ between generations (Fricke 1996), existing knowledge about values and attitudes of the average aged consumer might not be generally transferable
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