Reducing the perceived price barrier for organic food among consumers

Figures from CBS Netherlands show that the demand for organic products is lagging behind. The additional price that consumers have to pay for organic product alternatives appears to be an important obstacle to the switch to organic. How can we overcome this perceived price barrier among consumers?
 

Objective

With this research we want to contribute to the development of scientific and applicable knowledge with which we provide organic producers, green marketers and creative agencies with action perspectives to design targeted marketing interventions that overcome the perceived price barrier for organic products.

Results

The research provides additional insight into the underlying reflective and impulsive determinants of the consumer's (negative) value judgment for organic food and the potential to positively change this through these determinants and thereby stimulate choice behaviour.

Duration

01 February 2024 - 31 January 2028

Approach

The research provides additional insight into the underlying reflective and impulsive determinants of the consumer's (negative) value judgment for organic food and the potential to positively change this through these determinants and thereby stimulate choice behaviour.

HU researchers involved in the research

  • Joyce Copier
    • PhD candidate
    • Research group: Marketing & Customer Experience
  • Professor Tijs Timmerman
    Tijs Timmerman
    • Professor
    • Research group: Marketing & Customer Experience

Related research groups

Collaboration partners

Het promotieonderzoek wordt mede begeleid door Harm Veling (promoter) en Sanne Raghoebar (co-promoter) van Wageningen University & Research. 

Any questions or want to collaborate?

Joyce Copier

  • PhD candidate
  • Research group: Marketing & Customer Experience