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Consumer attitudes, knowledge, and consumption of organic yogurt

Ellen Van Loo (UGent) , My Nguyen Hoang Diem (UGent) , Zuzanna Pieniak (UGent) and Wim Verbeke (UGent)
(2013) JOURNAL OF DAIRY SCIENCE. 96(4). p.2118-2129
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Abstract
The segment of organic products occupies an increasingly important place in dairy assortments. The European Union (EU) introduced a new EU organic logo in 2010 with the aim of harmonizing its organic sector and boosting consumer trust in organic food. This study focuses on organic yogurt and investigates consumer awareness and knowledge of the new EU logo. Consumers evaluate organic yogurt as superior compared with conventional yogurt on healthiness, environmental friendliness, quality, and safety. More frequent buyers of organic yogurt have a stronger belief that organic yogurt is superior. The willingness-to-pay for organic yogurt ranged from a premium of 15% for nonbuyers to 40% for habitual buyers, indicating the market potential for this product. A structural equations model reveals the positive association between knowledge, attitudes, and the frequency of purchasing and consuming organic yogurt. Nevertheless, consumer awareness of the EU organic logo remains rather low, which suggests a need for more effective information campaigns and marketing actions.
Keywords
organic food, organic yogurt, structural equation modeling, consumer behavior, WILLINGNESS-TO-PAY, FISH CONSUMPTION, FOOD-PRODUCTS, OBJECTIVE KNOWLEDGE, DETERMINANTS, INFORMATION, INVOLVEMENT, PERCEPTION, BEHAVIOR, HEALTH

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MLA
Van Loo, Ellen, My Nguyen Hoang Diem, Zuzanna Pieniak, et al. “Consumer Attitudes, Knowledge, and Consumption of Organic Yogurt.” JOURNAL OF DAIRY SCIENCE 96.4 (2013): 2118–2129. Print.
APA
Van Loo, E., Nguyen Hoang Diem, M., Pieniak, Z., & Verbeke, W. (2013). Consumer attitudes, knowledge, and consumption of organic yogurt. JOURNAL OF DAIRY SCIENCE, 96(4), 2118–2129.
Chicago author-date
Van Loo, Ellen, My Nguyen Hoang Diem, Zuzanna Pieniak, and Wim Verbeke. 2013. “Consumer Attitudes, Knowledge, and Consumption of Organic Yogurt.” Journal of Dairy Science 96 (4): 2118–2129.
Chicago author-date (all authors)
Van Loo, Ellen, My Nguyen Hoang Diem, Zuzanna Pieniak, and Wim Verbeke. 2013. “Consumer Attitudes, Knowledge, and Consumption of Organic Yogurt.” Journal of Dairy Science 96 (4): 2118–2129.
Vancouver
1.
Van Loo E, Nguyen Hoang Diem M, Pieniak Z, Verbeke W. Consumer attitudes, knowledge, and consumption of organic yogurt. JOURNAL OF DAIRY SCIENCE. 2013;96(4):2118–29.
IEEE
[1]
E. Van Loo, M. Nguyen Hoang Diem, Z. Pieniak, and W. Verbeke, “Consumer attitudes, knowledge, and consumption of organic yogurt,” JOURNAL OF DAIRY SCIENCE, vol. 96, no. 4, pp. 2118–2129, 2013.
@article{3202040,
  abstract     = {The segment of organic products occupies an increasingly important place in dairy assortments. The European Union (EU) introduced a new EU organic logo in 2010 with the aim of harmonizing its organic sector and boosting consumer trust in organic food. This study focuses on organic yogurt and investigates consumer awareness and knowledge of the new EU logo. Consumers evaluate organic yogurt as superior compared with conventional yogurt on healthiness, environmental friendliness, quality, and safety. More frequent buyers of organic yogurt have a stronger belief that organic yogurt is superior. The willingness-to-pay for organic yogurt ranged from a premium of 15% for nonbuyers to 40% for habitual buyers, indicating the market potential for this product. A structural equations model reveals the positive association between knowledge, attitudes, and the frequency of purchasing and consuming organic yogurt. Nevertheless, consumer awareness of the EU organic logo remains rather low, which suggests a need for more effective information campaigns and marketing actions.},
  author       = {Van Loo, Ellen and Nguyen Hoang Diem, My and Pieniak, Zuzanna and Verbeke, Wim},
  issn         = {0022-0302},
  journal      = {JOURNAL OF DAIRY SCIENCE},
  keywords     = {organic food,organic yogurt,structural equation modeling,consumer behavior,WILLINGNESS-TO-PAY,FISH CONSUMPTION,FOOD-PRODUCTS,OBJECTIVE KNOWLEDGE,DETERMINANTS,INFORMATION,INVOLVEMENT,PERCEPTION,BEHAVIOR,HEALTH},
  language     = {eng},
  number       = {4},
  pages        = {2118--2129},
  title        = {Consumer attitudes, knowledge, and consumption of organic yogurt},
  url          = {http://dx.doi.org/10.3168/jds.2012-6262},
  volume       = {96},
  year         = {2013},
}

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