Consumer behavior towards organic products in Germany and Italy

Consumer Behavior Towards Organic Products, an Empirical Study of Germany and Italy

Consumer behavior towards purchase of organic products

Consumer behavior is the study of the behavioral aspects consumers profess when selecting, consuming, and disposing products. As regards organic products, the study combines sciences encompassing across biology, chemistry, psychology, and economics. The decisions consumers take considering these aspects define their lives (Lampkin, 2002). This is to show how culture affects consumer decision power of organic products selection, use and dispose. When a consumer believes that a product falls within their cultural boundaries, they will purchase it. They will only purchase that particular product with the said specification, even if it\'s expensive. Studies show that regarding organic products, consumers pay attention to conventional buying norms such as quality and price, but are also influenced by lifestyles and environmental concerns (Basha et al., 2015). That is why dealing with consumer behavior is a complex and sophisticated way of the purchasing power and choices (Lampkin, 2002)

Educational background also plays a big role in influencing the customer\'s purchasing power of the organic products. The more information consumers have concerning organic products, the more they will be more willing to purchase these products. Moreover, logically a person cannot purchase a product they have never heard of or known. (Wynen, 2006, p. 34).

Purchasing power of organic food products based on the educational background of the consumer highly affects the consumer intention to purchase a product. The established perception is that the earning capacity and possibility relates directly with his academics; higher education equates with higher income. A research carried out showed that people who are highly educated tend to make wiser and more precise decisions as compared to those who are not. The present study premises on the assertion that creating better awareness in both Germany and Italy, leads to an increase in the purchasing power for organic food products. The distribution of the organic products has evolved significantly in both countries. Previously, the distribution channels used to comprise of small, specialized shops, but currently it has grown to supermarkets and chain-outlets or franchisee stores (KlopccIc, 2013, pg. 109). This study seeks to explore the specific dimension of consumer behavior regarding organic products vis-a-vis the research question; the aim is to confirm the correspondence of educational background of the consumer and their culture with the purchasing power of organic products

Organic food products are a great source of safer, healthier, and more nutritious food, produced naturally in a natural environment (Dana. 2013, pg. 9). Many people have adopted this culture borne out of the awareness that has and is currently being created to enlighten the people about the benefits that arise from consumption of organic products. Moreover, the world is experiencing a scare that is attributed to lifestyle diseases which can be avoided, eradicated or reduced by consuming organic products, strictly (Hansen, 2010, pg. 67).

2.6.1 Italy

Organic farming is highly appreciated in Italy because many consumers prefer organic food. A good example of the preferred organic products includes olive oil, jams, fresh fruits, eggs, honey, yoghurt and vegetables. Findings of a research show that increasingly people purchase these organic products because they perceive them to be healthier and safer (Dana. 2013, pg. 4).

The Italian Statistical Institute data released in 2012 showed that the sale of the organic products in Italy, specifically in supermarkets, has risen by 6.1%. This increase is highly credited in the oils and cereals derivatives. This increase shows that the Italians appreciate these products highly and that they trust them enough to purchase them. Research shows that three families in four families purchase organic products frequently. The consumption of organic food products is higher in the northern regions. This is because this region has a stronger economic and industrial structure (Dana. 2013, pg. 12).

Italy has a rich culture that highly incorporates organic farming. Italy ranks 6th in the world in the organic products list and this make it a reputable country when it comes to consumption of organic food. Organic produce and its consumption have become a part of the Italian culture since it is associated with the Italian background of traditional and natural products. The number of industries that deal will organic food production is already quite high and more importantly, it continues to grow continuously (Dana. 2013, pg. 17).

A possible reason for this trend in organic products owes a lot to the awareness created in Italy on organic food, and consumers have become more knowledgeable about the gains from consumption of organic products. \'Safety first\' has become a key word for every food consumer in Italy to keep it organic. This could be attributed to the health scares currently pervasive across the world, caused largely by the chemicals used during growth, production, and processing of these inorganic food products (Gamboni and Moscatelli, 2015).

In the northern region of Italy, the sale of organic products has been witnessed to be higher than in the southern parts of the country because of its strong industrial and economic structure. The inference is that the people from more industrialized regions have a higher social standard compared to the people living in the southern parts of the country. Studies show that some of the reasons behind this difference between north and south in Italy are the higher social standards, higher educational standards of those in the northern part. However, the consumers across Italy profess marked awareness and improved access to knowledge regarding organic products, their advantages, and thereby consumption patterns and practices regarding organic food. They are aware of how the production takes place and this has been achieved by the changed perception of food quality. In last few decades, food quality has been highly dependent solely on the idea of rational economic choices. However, currently it is based more on the originality of the food product. The consumer behavior based on culture and consumer educational background explains or provides the means to explore the cause of rapidly increasing preference for, and consumption of organic food (Dana. 2013, pg. 14).

However, regarding the influence of awareness, knowledge, socio-economic status, and education on consumer behavior regarding preference of organic products, studies have divulged diverse outcomes. A research conducted in southern Italy showed that socio-demographic characteristics of possible organic consumers had no influence on the purchase of those specific foods. What seemed to have a big impact on the consumer behavior, was the income levels of people (Gracia and Magistris, 2007, p.449) Such outcomes conform to the established basic assertions of consumer behaviors that economic condition drives buying preferences.

2.5.2 Germany

The Germans exhibit inherently strong cultural values demonstrated by their current, if renewed preference for consumption of organic foods. A lot of awareness has been created across the country to educate people to purchase more products that are safer and healthier. Some of the campaigns that are popular on German ground address the express need to care for the protection of the environment (Mutlu, 2007, pg. 35). This is the main motivation behind the adoption of organic farming. Germans are now aware and cognizant that organic methods not only avoid its contamination, but also help preserve it. Another educational emphasis is on the health and lifestyle concern. This is common to all countries globally, where people are advised on ways to change their lifestyles to avoid diseases that are associated with negative lifestyles.

Germany culture has led to increased consumption of organic food where people believe that it has a great impact on the quality of life. Moreover, the impact it has on the environment is positive because no toxic substances are added to the soil (Mutlu, 2007, pg. 76). Moreover, a study done shows that most people who purchase organic products believe that the organic products have a better taste compared to conventional ones. The safety of the animals is also another major concern that has led the people of Germany to believe that using organic products is more beneficial to all living things.