The Drivers of Organic Food Consumption in Sweden - Research Proposal Example

The Drivers of Organic Food Consumption in Sweden: Health Lifestyle Name Course Name and Code Date Table of Contents Table of Contents 2 Introduction and Research Focus 3 Secondary Research Findings 5 Health consciousness 6 Quality perception 7 Value 7 Price premiums 8 Concern over food safety 8 Ethical Concerns 9 Exploratory Research Findings 9 Research Objective 11 Conceptual Diagram 12 Questionnaire Design 13 Questionnaire 14 Sampling Design 17 Conclusion, Managerial and/or Practical Contribution 18 References 20 Introduction and Research Focus Globally, human beings are increasingly choosing lifestyle trends based on organic diet. This seems to be a life strategy for well-being, vitality and for leading a healthy lifestyle. Advocates of organic lifestyle affirm that living an organic lifestyle is living in a manner that is healthful for an individual as well as the lager environment (Benjamin et al., 2007). For instance, it is a way of life that promotes intelligent, thoughtfulness, and responsible decisions making process; the choices made by an individual should have a positive impact on him/her and the world as a whole (Carrier and Luetchford, 2012). The current emerging trend for consuming organic food is mainly hinged on the notion that organic foods are healthier as compared to conventional foods. The public perception with regard to organic food is mind blowing and considered by many to be a better health option (Spaargaren et al., 2013). This in one way or another has triggered massive production and sales of organic foods over the past few decades. This perception has prompted the organic food industry to position itself as one that provides safer and healthier foods, produced using farming practices that are better for the environment (Joris et al., 2012). The health aspect of organic food can only be determined by effects on human health, quality as compared to conventionally grown foods, and price of organic foods. Healthy foods and drinks market is tremendously performing well; experts in this sector continuously and tirelessly work hard to come up with innovations as well as develop marketing strategies aimed at increasing their market share in the health food industry. Various studies have been conducted with regard to health lifestyle in relation to organic foods (Tahernia, 2013). Some of these studies have established that the recent or current trends in final consumer food demand displays that the concept of food has extensively undergone transformation over the past decades (Benjamin et al., 2007). For instance, in addition to their nutritional and sensory properties, consumers also have an in-depth drive to maintain their health in terms of both psychophysical well-being and disease prevention (Susan et al., 2004). In essence, not only food is intended to satisfy hunger and provide nutrients necessary for the body, but also prevent nutritional related disease and above all improve the physical and mental wellbeing of consumers (Seyfang, 2006). In the same line of discussion, the value of individual health under different conceptualizations has been given in different literatures. For example, the health-conscious self-identity is regarded as the extent to which health is viewed as an essential and important component of one’s self concept (Olsen 2006, and Sparks et al. 2001). Involvement in health eating as established by Maddock et al. (1999) evaluates the significance and relevance of health eating to individuals. Health concerns have been used by various experts to vastly discuss the individual concerns about food together with their health related issues. Health interests have been used to evaluate the value of health for an individual person. The importance of concerns with respect to health can largely be interpreted as a consequence of various factors that not only are related to socio-demographic changes that have occurred in the society over the past years, but also to the significant strides made in terms of scientific knowledge with respect to interactions between diet and health. This paper proposes to conduct an intensive research to gain inherent knowledge about the consumption of organic food being a healthy lifestyle in Sweden. Using quantitative analysis, the researcher will strongly focus variables such as health consciousness, quality, price premiums, and the concern over food safety, and behavioural intentions of food consumption (Benjamin et al., 2007). Secondary Research Findings Health diet is usually described from a medical point of view where the focus is hinged on the nutritional concept. However, other researchers view health eating as maintaining a diet that is free from chemical additives (Soderholm, 2011). Food consumers across the world have inclined their purchase decisions to those food products that have the capacity to increase their lifespan and decrease the chance of suffering from diseases associated with incorrect dietary habits (Benjamin et al., 2007). These new eating trends have made health to be one of the most important food buying motivation factors (Schrader et al., 2012). Accordingly, scientific studies over the past years have established that there is a strong connection between organic diet and health (Gemma et al., 2002). In this essence, consumer attention towards healthy eating not only focuses on the elimination or reduction of negative substances, but also moves towards those attributes that positively describe food products in terms of naturalness and freshness (Honkanen et al., 2006). Given this understanding, the demand for food products is shifted towards those with strong health image. In accordance with the above, the organic food market is exponentially increasing with players coming up with innovations as well creating marketing strategies that are penetrative to ensure that they reach a wider market (Benjamin et al., 2007). The trend in consumption of organic foods is radically increasing and thus increasing the new prospects for organic agriculture development as an integral part of sustainable agriculture that will be able to fully respond and meet new customer expectations (Tiziana and Azucena 2008). This can be confirmed by the rapid organic food development that is currently being exhibited both nationally and internationally. According to Nielsen (2007), the turnover of health foods in Europe is high and estimated to be € 5.7 billion in the year 2006. This trend was also confirmed by the Italian market where the health food demand was the highest in terms of purchase volume. Similarly, it has been established that global organic agriculture has been growing 15-20% annually for the past ten years with the overall food industry growing at 4-5% annually. In the same line of discussion, the supply chain for organic food is wholly consumer driven with overall global sales increasing by approximately over $5 billion annually. For example, the Organic Monitor estimated that international organic food sales reached $ 46.1 billion in 2007. In order to extensive, comprehend why human beings are increasingly resorting to organic foods rather that conventionally produced products; the following four factors are considered to have immense impact on consumer behaviour and intentions. Health consciousness This variable describes those consumers with great concern about their state of well-being and hence they are highly motivated to maintain and improve their quality of life. For this reason, these consumers have a tendency of not engaging in ill health behaviours (Benjamin et al., 2007). Various experts and researchers have concluded that the main reason why individuals consume organic food is to maintain the health and overall wellbeing. It should also be noted that, health is not the only point of motivation as to why people purchase and consume organic foods; organic products are also viewed to be healthier, nutritious and chemical free. These products are also associated with less or minimal health risks as compared to conventional products. The health perception attached to organic food is considered as the main driver that motivates consumers to purchase organic products. Quality perception The perceived quality is considered as a topical issue in food consumption. Consumer perceived quality is usually dictated by the quality indicators including both intrinsic and extrinsic factors. The perceived quality of organic food plays a major role in the overall consumption of the latter (Benjamin et al., 2007). There are various notions on the way consumers perceive quality of organic foods and may include sensory features such as taste, experience, and enjoyment. Consumers tend to believe that organic foods tasted better than conventional foods and thus they have higher quality. Organic food is perceived to have higher quality and this significantly influence consumer’s purchasing power (Gemma et al., 2002). Value This is an organized set of preferential standards that individuals use in making selections of objections and actions, invoking social sanctions, resolving conflicts, and coping with the needs for social and psychological defences of choices made or made. Value can therefore be generally defined as an enduring belief that a particular end state existence of a specific mode of conduct is preferred to a different end state or mode or conduct for living one’s life (Benjamin et al., 2007). The perceived value has a massive effect on consumer decision-making process towards organic food purchasing. Given this understanding, consumer perceived value would directly influence consumer-purchasing intentions; in most cases, consumers attach high value to organic food products as compared to conventional food products. Price premiums The consumer willingness to pay for organic food products plays a significant role in the consumer purchasing intentions and behaviours. Organic foods have premium price attachments as compared to conventional foods. It has been established that, although many people are willing to purchase organic foods, premium prices act as a barrier (Benjamin et al., 2007). Consumer Willingness to pay (WTP) is a phenomenon that has been reviewed by various studies; for instance, how buyers might be willing to pay for products usually reflects the true value of that product which is then translated into price-premiums. Some studies have established that consumers are prepared to pay premium price for organic products than conventional products. Concern over food safety Food safety is one of the most considered factors in the food industry (Tischner et al., 2010). Food safety in general signifies the concerns of consumers regarding residue in food resulting from chemical additives, sprays, fertilizers and preservatives that mainly linked to farming methods (Benjamin et al., 2007). Consumers always purchase products that they deem safe. If a product is perceived to be not safe, consumers will automatically not purchase it and rather will condemn it. Consumers distinguish organic foods to be safe as they are chemical free; safety is a major factor in organic food market (Gemma et al., 2002). The consumer concern over chemical residues on their food together with the fear of genetically modified foods coupled with other factors associated with the food supply is a major factor that influences the consumption of organic food products. Ethical Concerns These have been found to play a significant role in the self-conception of organic movement. Various studies have established that ethical consumerism is a radically growing trend across the globe and most importantly, moral responsibility is regarded as a relevant buying motivation among a wide range of consumers (Benjamin et al., 2007). Organic food consumers are widely perceived to be ethical; their buying motivation is usually based on environmental criteria. Studies have shown that, organic product consumers are willing to pay premium prices particularly when ethical values are added to organic products and if they are well communicated. In this regard, ethical concerns will positively influence consumers to purchase organic food products. The above discussed variables will help the researcher to conduct the research based on them. Exploratory Research Findings Focus group was used in this research whereby the researcher used a population sample of 10 participants who were University students. The first question was a demographic quiz, which was aimed at analysing the socio-economic factors of the respondents. The analysis of socio-economical variables shows that respondents were predominantly females (60%) while males comprised of (40%). All participants belonged to the age bracket between 18 and 35 years. Educational levels of the participants: diploma 30%, undergraduate 40%, and postgraduate 30%. The marital status of the respondents was as follows single 70% and married 30%. Only 30% of the respondents were employed. The second part of the questionnaire was designed to assess healthy awareness of the participants and observe how it was reflected in their buying and consumption habits. 80% of the respondents strongly agreed that health played an essential role in their food choices while 20% did not agree (Gemma et al., 2002). Accordingly, 70% of the respondents were aware that consumption of organic foods has an essential positive effect on their health. In this regard, health awareness plays a significant role in determining consumer purchasing behaviour. In essence, respondents’ attitude towards organic products is vitally formed from consumers’ concern over health issues and following a healthy lifestyle. The third question on the questionnaire was designed to assess the quality perception of organic food products. 70% of the respondents strongly agreed that organic food has high quality as compared to conventional foods (Benjamin et al., 2007). They agreed that they buy organic foods because they feel that they will receive high quality; they perceive it has higher quality than conventional food items. The fourth question was designed based on organic food prices; it was strongly agreed by 90% of the respondents that organic foods are expensive. However, 50% of respondents reported that regardless of the cost, they do not mind paying more for organic food. 50% of the respondents reported that higher prices are the major barrier in purchasing organic products. In essence, it is true that price is largely considered by consumers when purchasing organic food products. The fifth and last question was designed to investigate consumer concern over food safety. 70% of the respondents reported that they purchase organic food because they perceive it to be safer. Most of them agreed that fertilizers, pesticides, and other food additives are not used in the production of organic food, which makes it safer than conventional food products. Consumer choices in this regard show that consumer fear to consume products they consider being unsafe and/or containing chemicals. Research Objective The main objective of this research is to establish the drivers of organic food consumption in Sweden. This research study will be instrumental in helping both organizations and policy makers in Sweden to be aware of the current situation of organic food demand and thus be able to forecast the future organic food market in the country. In order to accomplish or meet this objective; the researcher will use the following specific research objectives: i. To determine and analyse consumer healthy lifestyle awareness; in this regard, the researcher is focused on assessing health awareness of the Swedish population and their consumption of organic food products ii. To establish how food quality is perceived in Sweden; for instance, the researcher will determine how individuals value organic food as compared to conventional food in terms of quality. Accordingly, the researcher will determine if quality is one of the factors that motivate consumers to purchase organic products. iii. To determine how perceived value of organic products influence customers to purchase organic food products iv. To find out how organic food prices are distinguished from conventional food prices; the researcher in this regard seeks to establish the effect of premium prices on organic food. v. To determine consumer safety concerns with respect to food consumption; the researcher seeks to establish the reason why consumers prefer organic food products to conventional ones. vi. To find out how perceived ethical concerns attached to organic food product influence organic food purchases and consumption. Conceptual Diagram Questionnaire Design The researcher proposes to conduct a quantitative survey, which will comprise of two sections. The first section will be designed to collect demographic information that include basic data like gender, age, education level, income level, and total number of their household. Similarly, the section will collect the percentage of household current shopping habits (Benjamin et al., 2007). The second section is extensive and detailed, where the survey will ask respondents to rank a series of statements on a scale of 1 to 5; 1 in this instance equals to strongly disagree with the statement, 3 represents a neutral position, and 5 equals to strongly agreeing with the statement. The questions will be organized in six different sections representing variables health consciousness, quality perception, value, premium prices, safety concern, and ethical concerns respectively. Each variable will have four statements. The last variable; safety concern will deviate significantly from the model. The variable will also be measured in a scale of 1to 5 level of concerns about food safety; 1 in this instance equals to extremely unconcerned, 3 represents a natural intention, and 5 equals to extremely concerned. Significantly important to mention, rather than respondents being asked to rank the statement, they will be asked to respond to a question. For example, how concerned are you about safety of food in retail outlets? Questionnaire Section A (Demographic questions) 1. What is your gender? Male Female 2. Which age bracket do you belong to? (select where appropriate) Age Bracket >18 18 - 25 26 – 35 36 – 45 46 – 59 < 60 3. What is your education level? (select where appropriate) Education level Diploma Undergraduate Postgraduate 4. Are you employed? (select where appropriate) Yes No 5. What is your annual income? (select where appropriate) Income level >$7999 >$14999 >$24999 >$39999 >$59999 >$74999 >$99999 Read More