[Consumer preferences for organic products in Pamplona and its area] | Las preferencias del consumidor hacia los productos ecologicos en Pamplona y su comarca
1997
Tekelioglu, I.
Given the evolution of food consumption in the most developed countries, with a more sophisticated and demanding behaviour, it is necessary a greater knowledge on consumer purchasing behaviour and the integration of stimuli into the buying process. The aim of this study lies in an approach towards determining the current and future market potential of organic farming products. With this purpose, consumer preference structures are distinguished in the market segments according to their knowledge, buying behaviour, attitude towards such food, willingness to pay, functional advantages (the most relevant attributes of purchasing behaviour) and consumer characteristics (sociodemographic aspects, lifestyles and attitudes towards environment). The main source of information used has been a personal interview directed to a representative sample of food consumers in Pamplona. The results obtained indicate the importance of both attributes, origin and price of the product, as the most relevant aspects affecting the buying decision. Besides, we observe that there is a great difference among the prices obtained in this study, corresponding to consumer willingness to pay for these organic food and the real prices existing in the market. Therefore, the overprice of such food may be considered as one of the factors that restrains the growth of the organic farming sector.
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