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How personal and social-focused values shape the purchase intention for organic food : Cross-country comparison between Thailand and Germany


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Winterstein, Julia ; Zhu, Bing ; Habisch, André:
How personal and social-focused values shape the purchase intention for organic food : Cross-country comparison between Thailand and Germany.
2023. - 35 S.


Open Access
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Organic food contributes to environmental sustainability and is becoming increasingly popular worldwide, although it is generally more expensive than conventionally produced food. Rather different sets of values and motivations are driving consumers' purchase intentions in mature compared with emerging organic food markets. To inquire about similarities and differences in consumers' motives our qualitative, comparative study employs a series of in-depth interviews with organic-food-store clients in Germany (N=31) and Thailand (N=30) from February to May 2021. The analysis applied means-end chain (MEC) theory to map the mental decision-making processes. Results were interpreted and compared referring to the Schwartz Theory of Basic Human Value (STV). The findings show a rather similar values base of both samples in terms of the relevance of ‘quality of personal life’ and ‘personal well-being’. Substantial differences emerged in the Germans high emphasis on the values ‘health of environment’ and ‘social responsibility’ which were absent in Thailand, while Thais put great importance on the ‘responsibility for family’. Focusing on the five most important values in each country, we conclude a more personal-focused value system in Thailand, respectively a rather social-focused one in Germany. This paper contributes to the literature as it is one of the few qualitative studies on organic food purchase intention using MEC and STV and the first one conducted in Thailand. The findings provide valuable insights for producers and marketers to better address German and Thai consumers' needs to influence their purchase intention towards organic food consumption.

Weitere Angaben

Publikationsform:Preprint, Working paper, Diskussionspapier
Schlagwörter:Means-end chain, Laddering, Schwartz theory of basic human value, Organic food, Purchase intentions, Cross-cultural comparison
Sprache des Eintrags:Englisch
Institutionen der Universität:Theologische Fakultät > Systematische Theologie > Christliche Sozialethik & Gesellschaftspolitik
Wirtschaftswissenschaftliche Fakultät > Ethik > Christliche Sozialethik & Gesellschaftspolitik
Open Access: Freie Zugänglichkeit des Volltexts?:Ja
Titel an der KU entstanden:Ja
Eingestellt am: 21. Aug 2023 09:20
Letzte Änderung: 22. Aug 2023 09:55
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