期刊
JOURNAL OF FOOD PRODUCTS MARKETING
卷 22, 期 7, 页码 824-850出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10454446.2015.1121428
关键词
Core organic taste; European consumers; marketing; naturalness; organic food; preferences; sensory attributes
类别
资金
- Commission of the European Community and organic SME of Switzerland [218477-2]
- Commission of the European Community and organic SME of Germany [218477-2]
- Commission of the European Community and organic SME of Netherlands [218477-2]
- Commission of the European Community and organic SME of Poland [218477-2]
- Commission of the European Community and organic SME of Italy [218477-2]
- Commission of the European Community and organic SME of France [218477-2]
Consumers' preferences for organic food have evolved in recent years, moving from altruistic values to more egoistic buying motivations, such as health promoting or nutritional aspects and sensory properties. Hypothesizing that organic consumers have peculiar preferences for naturalness-related sensory attributes, we developed the concept of the core organic taste based on the principles of a wholesome nutrition. This article investigates to what extent the core organic taste is relevant across different European countries and its potential relevance for food marketing. A sample of 1,798 organic food consumers was interviewed during 2010-2011 in six European countries. Explorative factor analysis, correlation analysis, ANOVA, and post hoc tests were applied to analyze the data. Results show that the core organic taste is not applicable for all countries. Indeed, for most countries only single elements seem to be relevant. However, for Germany and Switzerland the core organic tasterepresenting the first taste stylehas proven its potential value and points at the need for more research in this field. Depending on the country, product developers and marketers could potentially use different elements of the core organic taste to better meet organic consumers' wishes and expectations. Finally, recommendations and suggestions for practitioners and academia are provided.
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