Abstract
We explore sensory experiences and expectations of Italian and German organic consumers when purchasing and eating organic food. Ten focus group interviews were performed and the results were analyzed using qualitative content analysis. Outcomes indicated that although sensory attributes are not the main purchase drivers, flavor and odor are the most important in driving consumers choice. Findings also suggested that training consumers sensory abilities offers new market opportunities to organic marketers. From a marketing perspective, Italian consumers seem to equally appreciate nonsubjective as well as subjective marketing information about organic products, whereas in Germany non subjective aspects appear to be predominant.
Daniele Asioli
Associate Professor in Agri-Food Economics and Marketing
Department of Land, Environment, Agriculture and Forestry
My main interests deal with agrifood marketing, behavioural economics, consumer research methods, economics of food, food policy, new food product development, new technologies, and multivariate statistical data analysis.