What is it about?
The alternative food markets are growing and despite the evidences of heterogeneity and of organic food consumers’ special features, little has been done to develop a scale to measure loyalty to this market. A one-dimensional validated scale consisting of eight questions and showing high composite reliability level (0.95) was used to measure consumer loyalty to organic food.
Featured Image
Why is it important?
The main contribution of the current study is the development and validation of a scale named scale of consumer loyalty for organic food. The suggested interpretation ranges from non-loyal to true organic loyal consumers and it helps understanding organic food consumers’ behavior. This research took under consideration consumers of any sort of organic food as well as consumers of regular food markets (farmer’s markets, supermarkets, collective groups, shops and internet). Esta escala de lealdade possibilita, por meio de uma escala validada e com ótima confiabilidade, medir o nível de lealdade do consumidor, de não leal até verdadeiramente leal.
Perspectives
This study is part of a larger idea of thesis and had a singular effort of this researcher in data collection at fairs and on the Internet. This proposition of scale is an achievement based on a perspective of the need for expansion of consumer behavior studies of alternative foods, especially organic. In addition, it acts as a support for futures studies and models.
Dr Valéria da Veiga Dias
Universidade Federal do Rio Grande do Sul
Read the Original
This page is a summary of: Scale of consumer loyalty for organic food, British Food Journal, March 2016, Emerald,
DOI: 10.1108/bfj-09-2015-0332.
You can read the full text:
Contributors
The following have contributed to this page
