Retail outlets: Nurturing organic food consumers

Consumer choice of retail outlet is often overlooked in explaining purchase behaviour in the organic food market. This paper uses theory from applied marketing research to identify the variables affecting consumer choice of retail outlet and finds that they play a determining role in whether or not consumers buy organic food. A grounded theory approach was used. The results confirmed the importance of variables previously identified in the literature in relation to the individual consumer, such as habit and budget, as well as those that relate to the retail outlet, such as convenience and product range. In addition, two new variables were identified that relate to whom the consumer was buying for and whether they are shopping alone or with others. This study focuses on the vast majority of organic food consumers. They are switchers because they purchase both organic and conventional products, rather than solely organic, or solely conventional. It concludes that choice of retail outlet adds to our understanding of their behaviour and that it facilitates identification of important implications for marketers. At a fundamental level, as some consumers actively seek out organic food on certain occasions it is important for retail outlets make them aware that they sell organic food and to stimulate sales with special offers. Further, smaller retailers, such as food co-ops or health food shops, should focus on providing a limited range of organic products and accept that they will not be able to match the convenience offered by supermarkets in terms of opening hours.