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Opportunities for small and medium enterprises in the innovation and marketing of organic food: investigating consumers’ purchase behaviour of organic food products in Victoria, Australia

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Abstract

This research study investigates Victorian consumers’ understanding, awareness and perceptions of organic food products. Analysis of the quantitative data revealed that there are three major segments of consumers, i.e., pro-organics, reluctant consumers and organic sceptics. The buying and usage pattern of these segments has been identified as also their demographic profile. The findings of this study are strategically important for small and medium size organic food producers. They would be better able to practise and implement differentiation strategies for the three identified segments of customers, thus allowing their marketing teams to emphasise the beneficial attributes of organic food products.

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Authors and Affiliations

  1. Faculty of Business and Enterprise, Swinburne University of Technology, Melbourne, Australia

    Antonio Lobo, Bruno Mascitelli & Jue Chen

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  1. Antonio Lobo
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  2. Bruno Mascitelli
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  3. Jue Chen
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Correspondence to Antonio Lobo.

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Lobo, A., Mascitelli, B. & Chen, J. Opportunities for small and medium enterprises in the innovation and marketing of organic food: investigating consumers’ purchase behaviour of organic food products in Victoria, Australia. AI & Soc 29, 311–322 (2014). https://doi.org/10.1007/s00146-013-0457-z

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  • DOI: https://doi.org/10.1007/s00146-013-0457-z

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