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Exploring the 'organic' attribute in the perception of iconic foods.

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Title: Exploring the 'organic' attribute in the perception of iconic foods.
Authors: Vega-Zamora, Manuela1 mvega@ujaen.es, Parras-Rosa, Manuel1, Torres-Ruiz, Francisco José1
Source: Outlook on Agriculture. Dec2013, Vol. 42 Issue 4, p243-247. 5p.
Subjects: Customer satisfaction, Organic foods, Organic farming, Agricultural productivity, Agricultural marketing, Management
Geographic Terms: Spain
Abstract: One of the strategies that farmers have used to differentiate their products and increase the perceived value in the eye of the consumer has been to sell organic products. Nevertheless, as demand for organic foods has not risen in the same way as for other food products, it is reasonable to suppose that the effectiveness of this strategy is not universal and can vary as a result of other factors. This study explores the impact of the attribute 'organic' on typical, culturally strong or iconic products by using focus groups to examine perceptions of olive oil in Spain. The results indicate that the positive connotations of the word 'organic' have less effect on the overall appreciation of products that hold richer meanings for consumers (iconic products), as is the case for olive oil in Spain. The results also suggest that the word 'organic' has a greater effect (a) the less the product is valued or the less important it is to consumers; (b) the more consumers consider the product and/or its processing to be less complex or sophisticated; and (c) the less cultural richness or identity the product possesses. [ABSTRACT FROM AUTHOR]
Copyright of Outlook on Agriculture is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Engineering Source
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  Data: <searchLink fieldCode="JN" term="%22Outlook+on+Agriculture%22">Outlook on Agriculture</searchLink>. Dec2013, Vol. 42 Issue 4, p243-247. 5p.
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  Data: <searchLink fieldCode="DE" term="%22Customer+satisfaction%22">Customer satisfaction</searchLink><br /><searchLink fieldCode="DE" term="%22Organic+foods%22">Organic foods</searchLink><br /><searchLink fieldCode="DE" term="%22Organic+farming%22">Organic farming</searchLink><br /><searchLink fieldCode="DE" term="%22Agricultural+productivity%22">Agricultural productivity</searchLink><br /><searchLink fieldCode="DE" term="%22Agricultural+marketing%22">Agricultural marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Management%22">Management</searchLink>
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  Data: One of the strategies that farmers have used to differentiate their products and increase the perceived value in the eye of the consumer has been to sell organic products. Nevertheless, as demand for organic foods has not risen in the same way as for other food products, it is reasonable to suppose that the effectiveness of this strategy is not universal and can vary as a result of other factors. This study explores the impact of the attribute 'organic' on typical, culturally strong or iconic products by using focus groups to examine perceptions of olive oil in Spain. The results indicate that the positive connotations of the word 'organic' have less effect on the overall appreciation of products that hold richer meanings for consumers (iconic products), as is the case for olive oil in Spain. The results also suggest that the word 'organic' has a greater effect (a) the less the product is valued or the less important it is to consumers; (b) the more consumers consider the product and/or its processing to be less complex or sophisticated; and (c) the less cultural richness or identity the product possesses. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Outlook on Agriculture is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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              Text: Dec2013
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