Sustainable Consumption: Proposal of a Multistage Model to Analyse Consumer Behaviour for Organic Foods
提出了一个将有机食品购买分解为多个阶段的操作模型，并以西班牙市场的有机橄榄油为例进行量化分析，发现阻碍消费的主要因素是对有机认证缺乏信任、未感知到有机与常规食品的差异以及购买障碍，该模型可用于分析不同市场并制定发展策略。
Abstract Explanatory models of consumer behaviour can be used to steer decision‐making in the complex task of designing generic strategies to increase sustainable consumption. This paper proposes an operational model which assumes that the purchase of an organic food is a complex process that can be broken down into phases. It is applied to a concrete case – organic olive oil in the Spanish market – quantifying each phase to determine which ones should be acted on to increase demand. Results indicate that it is possible to adopt the model proposed, and that the problems hindering consumption are a lack of confidence in organic certification, not perceiving differences between organic and conventional foods, and the perception of barriers in their purchase. Given the context, marketing communications strategies have a key role to play. This model can be used to analyse the specific situation of each market and propose development strategies. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment