| Popis: |
The organic movement has gained a lot of momentum in the last two decades and currently underlies a huge global market. Hand-in-hand with the growth in consumption of organic food around the world, academic research on organics has also made great strides. However, there seems to be a dearth of studies focusing on organic food consumption in emerging economies (Hughner et al. 2007). Specifically, it becomes important to understand and identify consumer perceptions regarding consumer behavior surrounding the concept of “organic” in emerging markets vis-a-vis developed economies. This paper takes a qualitative approach in order to better understand how people in India and the United States perceive organic products, along with the consumer behavior processes surrounding them. Four focus groups in total were conducted—two with American respondents separated into low and high involvement consumers; and, two with Indian respondents separated into low and high involvement consumers. |
