The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Determining the Role of Communication and Distribution Channels for Organic Foods
Abstract
While, the market for organic foods is growing; the proportion of consumers who buy organic foods is still considered low. The role of communication activities is very important for promoting the organic food consumption. In order to create awareness and generate demand for organic foods, companies need to use effective communication tools. Companies in the agribusiness sector try to take advantage of the information and communication technologies in the digital era with the purpose of communicating the value of their offer to consumers. Companies need to know which information sources (channels) are most influential in purchase decision while communicating with consumers. Thus, the aim of this study is to examine consumers' credibility perceptions of communication channels that are used to promote organic food. The great majority of the respondentsin this study mentioned that they had never seen organic food ads. However, a significant number of consumers who had seen organic food ads declared Internet as the medium they had exposed to organic food ads. Nevertheless, our study revealed that the respondents did not perceive Internet as a credible source of information about organic foods. Yet, online social networks were perceived as more reliable source of information about organic foods when compared to majority of traditional media such as radio and newspaper ads. The distribution channels that consumers prefer to purchase organic foods was also investigated; and it is found that a significant portion of the consumers choose supermarkets and neighborhood bazaars for their organic food shopping whereas Internet/online shops and pharmacy stores were shown as the least preferred shopping alternatives. Finally, a substantial majority of the consumers mentioned high prices and availability as the main barriers against buying organic foods.
Related Content
|
Muhammad Asim, Aamir Raza, Muhammad Safdar, Mian Muhammad Ahmed, Amman Khokhar, Mohd Aarif, Mohammed Saleh Al Ansari, Jaffar Sattar, Ishtiaq Uz Zaman Chowdhury.
© 2024.
26 pages.
|
|
Mian Muhammad Ahmed, Umer Sharif, Aamir Raza, Muhammad Safdar, Waqar Ali, Muhammad Asim, Hafsa Muzammal, Jaffar Sattar, Sheraz Maqbool, Malaika Zaheer.
© 2024.
24 pages.
|
|
James Kanyepe, Tinashe Musasa, Katlego Mahupa Ketlhaetse, Brave Zizhou.
© 2024.
29 pages.
|
|
Mohamed Salah El Din, Masengu Reason.
© 2024.
25 pages.
|
|
Blessing Hodzi, Neil Batsirai Maheve.
© 2024.
19 pages.
|
|
Joshua Risiro, Divaries Cosmas Jaravaza, Paul Mukucha.
© 2024.
27 pages.
|
|
Option Takunda Chiwaridzo, Rodwell Musiiwa, Tariro Hlasi.
© 2024.
26 pages.
|
|
|