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European Review of Agricultural Economics 2005 32(2):245-267; doi:10.1093/eurrag/jbi008
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© Oxford University Press and Foundation for the European Review of Agricultural Economics 2005; all rights reserved. For permissions, please email: journals.permissions{at}oupjournals.org

Explaining purchases of organic meat by Dutch consumers

Peter C. Verhoef

University of Groningen, Groningen, Netherlands

Corresponding author: Peter C. Verhoef, University of Groningen, Faculty of Economics, Department of Marketing, P.O. Box 800, 9700 AV Groningen, Netherlands. Email: p.c.verhoef{at}rug.nl

Received July 2004; Revision received March 2005.

Summary

This study investigates the impact of economic and marketing variables (quality, price, and distribution), emotions (fear, empathy, and guilt), social norms, and environment-related variables (environmental concern, green behaviour, and perceived consumer effectiveness) on Dutch consumers' preference for, and purchase frequency of, organic meat. The results show that consumers' purchase of organic meat is based on both ‘rational’ economic motives and emotional motives.

Keywords: environmental concerns, organic products, emotions, meat consumption, Q13, D12


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