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Organic vs premium products: when pride is more important than product quality
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Autores
Orientador(es)
Resumo(s)
The growing concern with the environment over the past years reflects into changes in consumer
behavior and an increased willingness to buy products that are benign for the planet. This study
investigates the behavior of consumers when choosing between a product that is perceived to be
green and more sustainable and another product that is perceived to offer superior quality (e.g.
premium), in order to better understand consumer behavior. For the development of this research,
two separate experimental studies were conducted. The first was a pilot study based on
respondents’ habits to choose which green product between organic, from fair trade and from local
production would be used in the main study. After choosing the organic category, a second study
was performed to explore the effects that environmental values, product quality, price and pride (as
an emotion) have on consumer’s perception and what influence would they have in consumer
purchase satisfaction when choosing between an organic and a premium olive oil. The findings of this
study is aligned with previous literature as it reinforces consumers’ interests in the environment and
their health. For instance, findings demonstrate that the ones who buy organic products show a
considerably increased environmental concern than those who buy premium products, that purchase
satisfaction is moderated by environmental values and that organic products are perceived to be
healthier than premium ones. Furthermore, our results demonstrate that price and quality would not
influence the perception of an organic product, whereas perception would be strongly affected by
consumers’ feeling of pride. More specifically, this research evidences that pride mediates consumer
satisfaction depending on the product chosen (organic or premium) and that consumers feel prouder
when consuming an organic than a premium product regardless of its quality, which brings
meaningful value to marketers as it helps them understand customer needs by studying their
sustainable beliefs, values, attitudes and behaviors.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Consumer behavior Organic products Premium products Pride