Innovative Strategies to Fuel Organic Food Business Growth: A Qualitative Research

This study aimed to identify the factors affecting consumer behavior and customer loyalty toward organic food. Whether consumers seek organic food for a healthy body or more as food for thought continues to be debated. However, since consumers' purchase habits are based on their honest life exp...

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Bibliographic Details
Published inInternational journal of environmental research and public health Vol. 19; no. 5; p. 2941
Main Authors Chen, Sonia Chien-I, Liu, Chenglian, Wang, Zhenyuan, Arya, Farid
Format Journal Article
LanguageEnglish
Published Switzerland MDPI AG 03.03.2022
MDPI
Subjects
Brand loyalty
Commerce
Consumer Behavior
Consumers
Customers
Data analysis
Data collection
Farming
Food
Food quality
Food, Organic
Innovations
Interviews
Market segments
Market strategy
Marketing
Markets
Natural & organic foods
Organic farming
Purchasing
Qualitative Research
Surveys and Questionnaires
Sustainable consumption
United Kingdom > UK
Northern Ireland
Ireland
organic food
sustainable consumption
purchase intention and availability
market-led innovation
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Summary:This study aimed to identify the factors affecting consumer behavior and customer loyalty toward organic food. Whether consumers seek organic food for a healthy body or more as food for thought continues to be debated. However, since consumers' purchase habits are based on their honest life experiences, which shape the building of a brand, this study reviewed the extant literature to understand the factors influencing the purchasing behavior for organic food. The follow-up problems highlighted in the research are related to organic business marketing strategy. Based on our methodology, we conducted semi-structured interviews to gain themes for qualitative research. The study found that availability, variety, and taste were the top three factors affecting consumers' purchase decisions; surprisingly, neither price nor health-consciousness was the first concern. Using market-led innovation as an innovative lens to understand customer loyalty, this research highlights sustainable and advantageous business practices in the organic food market to enrich the literature on organic food purchasing behavior from multiple stakeholders.
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ISSN:1660-4601
1661-7827
1660-4601
DOI:10.3390/ijerph19052941