Understanding the drivers of organic foods purchasing of millennials: evidence from Brazil and Spain
Understanding the drivers of organic foods purchasing of millennials: evidence from Brazil and Spain
This paper examines the antecedents of millennials' organic food purchasing. A conceptual framework, based on product characteristics, and consumers' concerns and consciousness, is proposed. Data collection was conducted through a survey in two culturally and socioeconomically distinct countries (Brazil vs. Spain) to increase the robustness and generalizability of the results. The results show that product characteristics and consumer concerns improve millennials’ health consciousness and increase their social consciousness, which, in turn, increase their willingness to pay a price premium and their purchase frequency of organic foods. The findings show that the proposed model has high validity, with only one significant difference between the two countries. Theoretical contributions and managerial implications are discussed.
Environmental concern, Food safety concern, Health consciousness, Millennials, Natural content, Organic food, Purchase frequency, Sensorial appeal, Social consciousness, Willingness to pay a price premium
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
Vidal-Branco, Murilo
79e68bb2-ca22-497a-9c87-197634c00eed
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
January 2020
Molinillo, Sebastian
e885b292-1126-4742-b838-bf7d0e045453
Vidal-Branco, Murilo
79e68bb2-ca22-497a-9c87-197634c00eed
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Molinillo, Sebastian, Vidal-Branco, Murilo and Japutra, Arnold
(2020)
Understanding the drivers of organic foods purchasing of millennials: evidence from Brazil and Spain.
Journal of Retailing and Consumer Services, 52, [101926].
(doi:10.1016/j.jretconser.2019.101926).
Abstract
This paper examines the antecedents of millennials' organic food purchasing. A conceptual framework, based on product characteristics, and consumers' concerns and consciousness, is proposed. Data collection was conducted through a survey in two culturally and socioeconomically distinct countries (Brazil vs. Spain) to increase the robustness and generalizability of the results. The results show that product characteristics and consumer concerns improve millennials’ health consciousness and increase their social consciousness, which, in turn, increase their willingness to pay a price premium and their purchase frequency of organic foods. The findings show that the proposed model has high validity, with only one significant difference between the two countries. Theoretical contributions and managerial implications are discussed.
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Published date: January 2020
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Publisher Copyright:
© 2019 Elsevier Ltd
Keywords:
Environmental concern, Food safety concern, Health consciousness, Millennials, Natural content, Organic food, Purchase frequency, Sensorial appeal, Social consciousness, Willingness to pay a price premium
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Local EPrints ID: 500207
URI: http://eprints.soton.ac.uk/id/eprint/500207
ISSN: 0969-6989
PURE UUID: 55913be8-897b-445b-954c-6284b274cd63
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Date deposited: 22 Apr 2025 17:07
Last modified: 23 Apr 2025 02:14
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Contributors
Author:
Sebastian Molinillo
Author:
Murilo Vidal-Branco
Author:
Arnold Japutra
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