Abstract

Rather different sets of values and motivations are driving consumer preferences for organic food in mature compared with emerging markets. To inquire about similarities and differences our comparative study employs a series of in-depth interviews with organic-food-store clients in Germany and Thailand from February to May 2021. For that purpose, means-end chain technique was applied and results were evaluated referring to the Schwartz values scheme. We find rather a similar values base of both samples in terms of ‘quality of personal life’ and ‘personal well-being’. However, also substantial differences emerged concerning social and environmental motivations. Concluding, the research deduces theoretical implications and managerial recommendations for marketers.

Presenters

Julia Winterstein
Student, PhD, Catholic University of Eichstätt-Ingolstadt, Bayern, Germany

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Extractions: Food, Water, Energy, Resources, Materials, Reuse, Distribution, Accessibility, Non-Material Extractions

KEYWORDS

Means end chain, Laddering, Organic Food, Purchase Decision

Digital Media

Videos

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