Files
Abstract
Organic food demand is becoming
increasingly important throughout the world. Despite
this relevance, however, not many attempts have been
carried out to profile this food market segment. This
paper aims to investigate on motivations that drive
consumers towards purchasing organic foods in Italy.
Through a survey carried out in some organic
specialized stores sited in Sardinia, we explored organic
consumer behaviour with specific emphasis on
understanding reasons consumers have to buy organic
products. A Multiple Correspondence Analysis has
obtained four consumers’ motivational profiles and
several findings. Furthermore, a Logit regression
allowed us to evaluate the relationships between
individual motivations and some socio-demographic
characteristics of organic consumers. Some marketing
and policy implications arisen from the obtained results.