TY  - JOUR
A1  - Mai, Robert
A1  - Hoffmann, Stefan
A1  - Balderjahn, Ingo
T1  - When drivers become inhibitors of organic consumption
T2  - Journal of the Academy of Marketing Science
N2  - The organic market is characterized by remarkable disparities, and confusion persists about which motives drive organic consumption. To understand them, this research introduces the idea that the same consumer motives can exert different and potentially opposite impacts when organic consumption patterns unfold. The proposed multistage theory of differential effects distinguishes a participation stage, when consumers decide whether to purchase organic at all, and an expenditure stage, when consumers decide about how much of their budget to spend on organic products across purchases. An analysis of shopping patterns of approximately 14,000 households confirms the proposed differential influences: Other-oriented motives (care for others and the environment) support participation but impede sustained expenditures. Only self-oriented motives (hedonism) foster both participation and expenditures. The results pinpoint the need to rethink organic consumption as a stage-specific problem, which opens up new perspectives for managers about an old but persistent problem.
KW  - double-hurdle model
KW  - decision stages
KW  - expenditures
KW  - shopping pattern
KW  - organic consumption
Y1  - 2021
UR  - https://publishup.uni-potsdam.de/frontdoor/index/index/docId/61665
SN  - 0092-0703
SN  - 1552-7824
VL  - 49
SP  - 1151
EP  - 1174
PB  - Springer
CY  - Dordrecht
ER  -