Vol.2 No.1 (2007)

What Do Buyers Really Want When They Purchase Organic Foods?

David Pearson, Joanna Henryks and Liz Moffitt

This paper contributes to the development of marketing strategies for the organic movement. After an extensive review of the literature empirical research using product attributes was undertaken in Australia. The identification of organic buyers remains elusive as they were spread throughout the community in which they comprise almost 40%. However, the organic industry only has a market-share of approximately 1% because most of them only purchased organic foods occasionally. Cluster analysis of organic food buyers based on the importance of the health, quality and environment attributes identified five groups. The size of these groups varies for specific retail outlets. For example, 88% of Organic Food Cooperative customers are passionate about all three of these attributes. Finally, prominent branding of organic products is essential as it transforms hidden credence qualities into an identifiable revealed attribute.

Keywords: marketing, organic foods, attributes, Australia

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