Exploration of the organic food-related consumer behaviour in emerging and developed economies: the case of India and the US

摘要

This paper takes an exploratory step toward more deeply understanding how the millennials of emerging versus developed economies perceive organic products, represented by India. We find that Indian focus groups perceive organic products more holistically than their US counterparts, feel a spiritual connection to organics, focus more on the societal benefits of a cleaner environment, better treatment of animals and the improved health of farmers. They are traditionalists who see the organics movement taking them back to their agricultural roots and away from unhealthy Western influences. US focus groups view the US diet as unhealthy but look to organics not as a way back but as a means to a healthier future. The Indian low involvement focus group view organic foods favourably but remain aspirational consumers due to unavailability and prices. The low involvement US focus group are sceptical of the benefits of organics. Theoretical and social implications are discussed.