Why is organic food an enigma to consumers?: a study of consumers' organic food preferences
The purpose of this research was to examine consumers' implicit memory of organic food products, and to determine the influence of attributes such as, price, distance travelled by food, type of food: organic, certified organic and conventional, and brand name on brand choice decisions. Conceptual and perceptual priming was used to facilitate respondent's implicit organic food memory. In addition, respondents completed a stem completion task to evaluate levels of facilitation due to priming. A Discrete Choice Experiment analyzed the influence of attributes on brand choice through choice models, attribute importance analysis and price sensitivity analysis. Lastly, limitations of this project were discussed along with future research suggestions and managerial implications.