Perceptions of “Organic” Food

A View Through Brand Theory

Julie Stanton, Deirdre T. Guion

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

Globally, the organic food industry has experienced impressive growth rates, especially in the United States and Europe, yet still accounts for a relatively small portion of total food sales. In the United States, it constitutes less than 5% percent of food sales despite a decade of support by the U.S. National Organic Standard. Using the United States as a context, the authors show through survey data and confirmatory factor analysis that when “organic” is examined through the lens of brand theory, it is clear that it has yet to attain brand equity. There is evidence of brand awareness and perceived quality, suggesting that the industry has moved in the right direction. Yet negative perceptions of value and no evidence of brand loyalty undermine the industry’s goals. Because “organic” carries different significance to different consumers, the industry will have to develop a cohesive strategy to reestablish “organic” in a unified way. For country markets of similar experience with organic food, and for markets just beginning to consider consumer interest in organic food, these lessons from the United States offer guidance for policy and marketing strategy.

Original languageEnglish (US)
Pages (from-to)120-141
Number of pages22
JournalJournal of International Food and Agribusiness Marketing
Volume27
Issue number2
DOIs
StatePublished - Jan 1 2015

Fingerprint

Organic Food
organic foods
sales
Industry
markets
industry
Food
marketing strategies
Food Industry
Marketing
Lens
Lenses
Statistical Factor Analysis
food industry
Organic food
Growth

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Food Science
  • Marketing

Cite this

@article{f3c262e68fad43a6a848d6205c453f14,
title = "Perceptions of “Organic” Food: A View Through Brand Theory",
abstract = "Globally, the organic food industry has experienced impressive growth rates, especially in the United States and Europe, yet still accounts for a relatively small portion of total food sales. In the United States, it constitutes less than 5{\%} percent of food sales despite a decade of support by the U.S. National Organic Standard. Using the United States as a context, the authors show through survey data and confirmatory factor analysis that when “organic” is examined through the lens of brand theory, it is clear that it has yet to attain brand equity. There is evidence of brand awareness and perceived quality, suggesting that the industry has moved in the right direction. Yet negative perceptions of value and no evidence of brand loyalty undermine the industry’s goals. Because “organic” carries different significance to different consumers, the industry will have to develop a cohesive strategy to reestablish “organic” in a unified way. For country markets of similar experience with organic food, and for markets just beginning to consider consumer interest in organic food, these lessons from the United States offer guidance for policy and marketing strategy.",
author = "Julie Stanton and Guion, {Deirdre T.}",
year = "2015",
month = "1",
day = "1",
doi = "10.1080/08974438.2014.897667",
language = "English (US)",
volume = "27",
pages = "120--141",
journal = "American Journal of Medical Genetics, Part C: Seminars in Medical Genetics",
issn = "0897-4438",
publisher = "Routledge",
number = "2",

}

Perceptions of “Organic” Food : A View Through Brand Theory. / Stanton, Julie; Guion, Deirdre T.

In: Journal of International Food and Agribusiness Marketing, Vol. 27, No. 2, 01.01.2015, p. 120-141.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Perceptions of “Organic” Food

T2 - A View Through Brand Theory

AU - Stanton, Julie

AU - Guion, Deirdre T.

PY - 2015/1/1

Y1 - 2015/1/1

N2 - Globally, the organic food industry has experienced impressive growth rates, especially in the United States and Europe, yet still accounts for a relatively small portion of total food sales. In the United States, it constitutes less than 5% percent of food sales despite a decade of support by the U.S. National Organic Standard. Using the United States as a context, the authors show through survey data and confirmatory factor analysis that when “organic” is examined through the lens of brand theory, it is clear that it has yet to attain brand equity. There is evidence of brand awareness and perceived quality, suggesting that the industry has moved in the right direction. Yet negative perceptions of value and no evidence of brand loyalty undermine the industry’s goals. Because “organic” carries different significance to different consumers, the industry will have to develop a cohesive strategy to reestablish “organic” in a unified way. For country markets of similar experience with organic food, and for markets just beginning to consider consumer interest in organic food, these lessons from the United States offer guidance for policy and marketing strategy.

AB - Globally, the organic food industry has experienced impressive growth rates, especially in the United States and Europe, yet still accounts for a relatively small portion of total food sales. In the United States, it constitutes less than 5% percent of food sales despite a decade of support by the U.S. National Organic Standard. Using the United States as a context, the authors show through survey data and confirmatory factor analysis that when “organic” is examined through the lens of brand theory, it is clear that it has yet to attain brand equity. There is evidence of brand awareness and perceived quality, suggesting that the industry has moved in the right direction. Yet negative perceptions of value and no evidence of brand loyalty undermine the industry’s goals. Because “organic” carries different significance to different consumers, the industry will have to develop a cohesive strategy to reestablish “organic” in a unified way. For country markets of similar experience with organic food, and for markets just beginning to consider consumer interest in organic food, these lessons from the United States offer guidance for policy and marketing strategy.

UR - http://www.scopus.com/inward/record.url?scp=84927696707&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84927696707&partnerID=8YFLogxK

U2 - 10.1080/08974438.2014.897667

DO - 10.1080/08974438.2014.897667

M3 - Article

VL - 27

SP - 120

EP - 141

JO - American Journal of Medical Genetics, Part C: Seminars in Medical Genetics

JF - American Journal of Medical Genetics, Part C: Seminars in Medical Genetics

SN - 0897-4438

IS - 2

ER -