The market for organically produced foods remains relatively small . If it is to increase then their needs to be a systematic and scientific examination of the consumer decision-making processes involved in the choice between organic and non-groaning foods. This project brings together a multidisciplinary team to examine this topic . It combines the development of methods for the segmentation of consumers based upon values and the elicitation of affective associations and moral concerns . It involves the development of a theoretically based consumer decision-making model and the testing of this model in several EU member states and in identified consumer segments. It will provide information of the role-played by values and by affective associations and moral concerns in making making on organic foods and provide novel insights into the marketing of organic foods in the future.
Funding SchemeCSC - Cost-sharing contracts
8210 Aarhus V