Arbeitspapier
Characterising convinced sustainable food consumers
The objective of this article is to identify the distinguishing socio-demographic and psychographic features of convinced sustainable consumers in contrast to convinced conventional consumers. Furthermore, it contributes to the sparse literature about tea consumption. This study is based on data collected via an online consumer survey. First respondents took part in a choice experiment with tea varying in its price (four levels) and quality (conventional / organic / fair trade / organic & fair trade). Then they had to complete a questionnaire about their attitudes towards food consumption. Respondents, who always chose sustainable tea, at no matter what price, were grouped and those that always chose the conventional tea. T-Tests and bivariate logistic regression are used to analyse the influencing socio-demographic and attitudinal dimensions that characterise the two groups of convinced consumers. Convinced sustainable consumers are more often female than male and perceive that their personal purchase decision has an impact on overall sustainable development. They show a higher willingness to increase sustainability through their consumption behaviour. They are very much interested in high food quality and are not as much influenced by advertisements and offers in their purchase decision-making as convinced conventional consumers. The main contribution of this study is to provide practical information for actors in the field of sustainable food marketing about how to target their most relevant segment, the convinced sustainable consumer.
- Sprache
-
Englisch
- Erschienen in
-
Series: GlobalFood Discussion Papers ; No. 28
- Klassifikation
-
Wirtschaft
Agricultural Markets and Marketing; Cooperatives; Agribusiness
Agricultural Policy; Food Policy
- Thema
-
sustainable food consumption
convinced consumers
heavy buyers
tea consumption
- Ereignis
-
Geistige Schöpfung
- (wer)
-
von Meyer-Höfer, Marie
von der Wense, Vera
Spiller, Achim
- Ereignis
-
Veröffentlichung
- (wer)
-
Georg-August-Universität Göttingen, Research Training Group (RTG) 1666 - GlobalFood
- (wo)
-
Göttingen
- (wann)
-
2013
- DOI
-
doi:10.22004/ag.econ.161887
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:41 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Arbeitspapier
Beteiligte
- von Meyer-Höfer, Marie
- von der Wense, Vera
- Spiller, Achim
- Georg-August-Universität Göttingen, Research Training Group (RTG) 1666 - GlobalFood
Entstanden
- 2013
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