What is it about?

Education and income have the greatest impact on the intention to buy organic saffron. Low level of awareness and accessibility are barriers to organic market expansion. Respondents with health and environmental concerns are more likely to buy organic saffron.

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Why is it important?

Considering the external and internal factors affecting the consumer response, the application of neobehavioristic theory to segmentation of the organic food market is appropriate and useful. In studies and marketing practices that use the neobehavioristic approach to understanding consumer behavior, it is necessary to consider the demographic characteristics of consumers. Machine learning methods have a strong ability to model consumer behavior due to their flexible structures.

Perspectives

We anticipate that the proposed methodological and conceptual framework of this article is likely to be of interest to readers.

Amirhossein Tohidi

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This page is a summary of: Organic food market segmentation based on the neobehavioristic theory of consumer behavior, British Food Journal, May 2022, Emerald, DOI: 10.1108/bfj-12-2021-1269.
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