Reconciling attitudes and behavior in organic food retailing
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Date
2000
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Abstract
For organic food to reach the average consumer will require greater penetration into conventional
supermarkets. Product placement can be expanded into more stores by altering attitudes that lower the
probability of selling organic foods. This study identified significant factors in the retail decision to sell
organic foods and quantifies the effects of retailer attitudes on behavior. We used a probit model to
quantify the effect of customer demographics, store characteristics, manager characteristics, and
profitability of organic retailing on the decision to sell organic foods. The model was based on interview
data collected in Atlanta, Georgia from 66 retailers who sell organic foods and 21 who do not. Our
research indicates that organic education programs can be a cost-effective way to expand market
penetration without requiring changes in price or cost premiums. If properly composed and targeted, such
programs can alter underlying attitudes and increase the probability of selling organic foods.
Description
Keywords
Organic agriculture, Marketing margin, Food retailing
Citation
Lohr, L. and Semali, A., 2000. Reconciling attitudes and behavior in organic food retailing (No. 372-2016-19477).