The primary goal of this study embraces Hughner and team’s (2007) directive to focus new research on the growing segment of occasional consumers of organic and natural foods, rather than limit the search for consumer insights to the small, elitist groups of deeply committed consumers. Research questions address the demographics, attitudinal, and behavioral characteristics that identify organic foods as a premium product. Primary recommendations for marketing practitioners include focusing on higher income consumers, especially married individuals, who live in highly populated areas; creating a pleasant shopping experience; promoting non-food related organic items, and investing in brand presence and salience.
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Vilceanu, Marilena O.; Grasso, Olivia; and Johnson, Kristine, "Bridging the Gap Between Public Opinion Research and Consumer Marketing Research: Insights into U.S. Shoppers of Organic Foods" (2019). Association of Marketing Theory and Practice Proceedings 2019. 7.