Images of Organic Food Products, Consumers, Makers, and Distributors

Abstract

Compared to the other fields of business, research on image congruence in the food business sector, particularly organic food, is relatively scarce. Previous studies could only identify the congruence of certain psychological elements of perceived image. Other functional elements, on the other hand, are mostly overlooked. Considering these issues, this study aimed to examine customer perceptions of themselves as organic food consumers, of organic food products, and of organic food makers and distributors. Using data gathered from nine informants, this study found that organic food consumers held certain images concerning organic food products, their makers and distributors, and themselves. Some images of organic food consumers and organic food products shared the same nature. In addition, some images of organic food consumers, makers and distributors had the same essence. Implications of these findings, together with the limitations of this study and directions for future research, were discussed.