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Sensory experiences and expectations of Italian and German organic consumers

Asioli, D., Canavari, M., Pignatti, E., Obermowe, T., Sidali, K. L., Vogt, C. and Spiller, A. (2014) Sensory experiences and expectations of Italian and German organic consumers. Journal of International Food & Agribusiness Marketing, 26 (1). pp. 13-27. ISSN 1528-6983

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To link to this item DOI: 10.1080/08974438.2012.755718

Abstract/Summary

We explore sensory experiences and expectations of Italian and German organic consumers when purchasing and eating organic food. Ten focus group interviews were performed and the results were analyzed using qualitative content analysis. Outcomes indicated that although sensory attributes are not the main purchase drivers, flavor and odor are the most important in driving consumers' choice. Findings also suggested that training consumers' sensory abilities offers new market opportunities to organic marketers. From a marketing perspective, Italian consumers seem to equally appreciate nonsubjective as well as subjective marketing information about organic products, whereas in Germany non subjective aspects appear to be predominant.

Item Type:Article
Refereed:Yes
Divisions:No Reading authors. Back catalogue items
Faculty of Life Sciences > School of Agriculture, Policy and Development > Economic and Social Sciences Division > Food Economics and Marketing (FEM)
ID Code:76532
Publisher:Taylor & Francis

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