Consumers of organic foods – value segments and liking of bread |
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| Affiliation: | 1. Department of Domestic Sciences, Uppsala University, Dag Hammarskjölds v. 21 SE-752 37 Uppsala, Sweden;2. MATFORSK, Osloveien 1, N-1430 Ås, Norway;1. Department of Marketing, Copenhagen Business School, Solbjerg Plads 3, 2000 Frederiksberg, Denmark;2. Jr. Category Development Manager, Mondelez International, Søndre Ringvej 55, 2605 Brøndby, Denmark;3. Audience Director, Concept:CPH, Bredgade 33A, 1260 København K, Denmark;1. Department of Agricultural and Consumer Economics, University of Illinois at Urbana-Champaign, 1301 W. Gregory Dr., Urbana, IL 61801, USA;2. Charles H. Sandage Department of Advertising, University of Illinois at Urbana-Champaign, 810 S. Wright St., Urbana, IL 61801, USA;3. College of Business, University of Illinois at Urbana-Champaign, 515 E. Gregory Dr., Champaign, IL 61822, USA;1. Department of International Business Administration, Chinese Culture University, Taiwan;2. Department of Transportation and Logistics Management, National Chiao Tung University, Taiwan;1. ARC Training Centre for Innovative Horticultural Products, School of Land and Food, Tasmanian School of Business and Economics, University of Tasmania, Australia;2. Department of Marketing, Macquarie University, ARC Training Centre for Innovative Horticultural Products, University of Tasmania, Australia;3. Menzies Institute for Medical Research, University of Tasmania, Australia;1. Faculty of Management & Commerce, Department of Commerce, SRM University, Sonepat, Haryana 131029, India;2. Department of Marketing & Strategy, ICFAI Business School, Hyderabad, India;3. Department of Marketing, Institute of Management Technology, Hyderabad 501218, India |
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| Abstract: | Five, quite different white pan breads were chosen from twelve samples using Principal Component Analysis. Milling, baking, sensory assessment and sample preparation are described in [Kihlberg, I., Öström, Å., Johansson, L., & Risvik, E. (2006). Sensory qualities of plain white pan bread – influence of farming system, year of harvest and baking technique. Journal of Cereal Science, 43(1), 15–30]. A consumer acceptance test was conducted on 184 consumers of organic products in two age groups, ⩽30 and >30 years. The selected breads were tasted and scored for liking. Subsequent to the tasting, the consumers responded to a questionnaire including a complete set of the 56 Schwartz values and 10 statements related to issues of specific interest. Results confirmed the main groups of the near universal structure of values suggested by Schwartz and revealed different segments among organic consumers. Consumption frequency was also related to the values. Consumer groups differed significantly in values and in liking of breads. Among the most liked breads were both organic and conventional breads. The majority of consumers considered that organic food tastes better than conventional and that consumption of organic bread should increase. Moreover, about 50% declared that they would not buy an organic food product that was appreciably higher in price than a corresponding conventional food product. |
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