Identifying the gap between stated and actual buying behavior on organic products based on consumer panel data

Publication Type

Contribution to conference

Authors

Niessen, J. and Hamm, U.

Year of publication

2008

Published in

Cultivating the Future Based on Science. Proceedings of the Second Scientific Conference of the International Society of Organic Agriculture Research (ISOFAR), held at the 16th IFOAM Organic World Congress

Editor

Neuhoff, D. et al.

Pubisher

ISOFAR , Bonn

Page (from - to)

346-350

Conference name

16th IFOAM Organic World Congress

Conference location

Modena, Italy

Conference date

June 18 - 20

Keywords

Kaufverhalten, Konsumentenverhalten, Marketingforschung

Evaluating the German demand for organic food in the majority of cases has been done by interviews, which are restricted by massive overestimation of consumers themselves. By using consumer panels, it is possible to survey actual consumer behaviour in combination with consumer attitudes and socio-demographic data and also by additionally requested consumers’ stated buying behaviour. Such methodology enables exposure and quantification of the gap between stated and actual buying frequency. Also the dimension of conventional products bought by mistake, while intending to get organics, can be identified. These results may give considerations for prospective survey design and adjustment of marketing policy.