Consumer choice in context: Developing further understanding of organic buyer’s switching behaviour

The organic food market continues to grow yet market share remains low. The majority of consumers in this market tend to switch between organic and conventional food products rather than being heavy users of organic branded products. The purpose of this research is to present a deeper investigation of the factors that can lead to the purchase or nonpurchase of organic food in order to gain a better understanding of this switching behaviour. A qualitative grounded theory approach was utilised involving in-depth interviews with 21 participants in Australia. These were primary shoppers who switch between organic and conventional food. An emergent conceptual framework was developed from the data which identifies factors that influence whether or not organic food is bought. This framework includes three layers: consumer context; choice of retail outlet; and point-of-purchase. Depending on the specific situation, these factors influence buyers to different extents and hence their collective impact determines whether the individual purchases organic food on a given shopping event. The framework may be used by organic food marketers as a checklist for developing an understanding of their consumers and a basis for developing strategy.