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Keywords Organic foods, Consumer behaviour, Cross-cultural studies, Germany, United Kingdom
Abstract The organic food market is one of the most promising in Europe, although national markets have developed at different rates. In Germany, organics' share of total food turnover is 2.7 per cent compared with 1 per cent in the UK. This study explores the reasons why the behaviour of consumers in the UK and Germany has been so divergent despite both groups of consumers holding similar attitudes about organic foods. This was done by investigating the underlying values driving food choice behaviour using means-end theory and Laddermap 5.4 software. In both cases the dominant means-end hierarchies were uncovered and the cognitive process mapped. Although similarities emerged with respect to values concerned with health, wellbeing and the enjoyment of life, product attributes sought in order to achieve these values were different between the groups. A major difference was found in the absence among the UK group of any connection between organic food and the environment.
Introduction: organic food markets in Germany and the UK
The organic food market is one of the most promising in Europe, enjoying rapid growth within a relatively static overall market for food. However, within Europe national markets have developed at very different rates. Germany is the leading European market for organic food with an estimated turnover of DM 6.9 billion, or 2.7 per cent of the total food turnover, whereas in the UK organic food accounts for only 1 per cent of total food turnover. However, the UK market is growing at a much faster rate than that of Germany (Mintel, 1998/1999; Soil Association, 2000; CMA (Deutschland), 1999; CMA (UK), 1999).
Germany
Organic agriculture in Germany started in 1924 following the bio-dynamic principles proclaimed by Rudolph Steiner. It was 60 years before the market for organic food really started to take off - from a growth rate of 4 per cent p.a. in the 1980s (Frohn, 1996) to 17 per cent p.a. during the following decade, to reach 2.7 per cent of total food industry turnover by the end of the 1990s (CMA (Deutschland), 1999). In response, organic agriculture became increasingly important, and by 1998 Germany had the second largest area of certified organic land in Europe after Italy....