Explaining Choice and Share of Category Requirements of Biologic Meat

52 Pages Posted: 3 Nov 2008

See all articles by Peter C. Verhoef

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research

Kristine Vlagsma

affiliation not provided to SSRN

Date Written: January 2003 1,

Abstract

In this paper we examine factors determining choice and consumption of biologic or organic meat. In our model explaining choice and share of category requirements, we consider economic/marketing variables (quality, price, and distribution), emotions (fear, empathy, andguilt), social norms, environmental variables (environmental concern, green behavior, and perceived consumer effectiveness) as main antecedents of the choice and share of categoryrequirements of bio-meat. We also control for the effect of socio-demographics. Using a sample of 269 Dutch consumers we estimate a Tobit (2) model explaining choice and share of category requirements. Our results show that the choice for biologic meat is mainly affected by perceived quality of bio meat, in addition to the price-perception and fear of the health consequences of eating regular meat. Price perceptions and fear are also important determinants of share of category requirements, but beyond these factors empathy and social norms are also determinants of share of category requirements. Theoretical and policy implications of our results are discussed.

Keywords: consumers, organic products, environmentalism, modeling

JEL Classification: M, M31, C44

Suggested Citation

Verhoef, Peter C. and Vlagsma, Kristine, Explaining Choice and Share of Category Requirements of Biologic Meat (January 2003 1,). ERIM Report Series Reference No. ERS-2003-093-MKT. Available at SSRN: https://ssrn.com/abstract=1290922

Peter C. Verhoef (Contact Author)

University of Groningen - Department of Marketing & Marketing Research ( email )

Netherlands

Kristine Vlagsma

affiliation not provided to SSRN

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