AN ASSESSMENT OF THE MOTIVES FOR THE PURCHASE OF ORGANIC FOOD IN HARARE
Keywords:
organic products, motivation, consumption, Zimbabwe.Abstract
The remarkable growth in the purchase and consumption of organic food is widely acknowledged by many practitioners and academics in both developed and developing countries, yet in the Zimbabwean context, there seems to be a paucity of research in this field. To address this identified research gap, the current study attempts to examine the motivational factors for the purchase and consumption of organic food in Zimbabwe. An exploratory factor analysis was used to determine the underlying motivational factors from data that were collected from a sample of 200 consumers in Harare, Zimbabwe. The findings indicate that consumers purchase organic food because of six major reasons: is good for their health, assists environmental sustainability, ensuring values and principles, the naturalness of food, some consumers perceive that some selected organic food products are cheap and help improve one’s ability to cope with stress. In this regard, an understanding of the motivational factors for the purchase of organic food is of crucial importance to marketers as they are able to craft strategies to meet the needs of organic products consumers.
ZUSAMMENFASUNG. Das bemerkenswertes Wachstum beim Erwerb und die Konsumsteigerung dem Bio-Lebensmittel wird weithin von den Fachleuten und Wissenschaftlerinnen in Industrie- und Entwicklungsländernanerkannt und dennoch im simbabwischen Kontext wird relativ wenig zu dem Thema geforscht. Zur Handhabung der ausgemachten Forschungslücken, die vorliegende Studie unternimmt den Versuch der Motivationsfaktoren für den Erwerb und Verbrauch der Bio-Lebensmittel in Simbabwe zu prüfen. Eine explorative Faktoranalyse wurde verwendet, um den grundlegenden Motivationsfaktoren von erhobenen Daten zu bestimmen, aus einer Probe von 200 Verbraucher in Harare, Zimbabwe. Die Ergebnisse lassen darauf schließen, dass Verbraucher biologischer Lebensmittel kaufen, wegen folgende sechs Hauptgründe: es ist gesund, unterstützt ökologische Nachhaltigkeit, sicherstellt die Werte und Grundsätze, die Natürlichkeit von Lebensmitteln, einige Verbraucher bestimmen, dass ausgewählten biologische Nahrungsmittel billig sind und verbessert die Stressbewältigungsfähigkeit. In dieser Hinsicht, ein Verständnis der Motivationsfaktoren für den Einkauf von Bio-Lebensmittel ist von entscheidender Bedeutung der Vermarkter, da sie in der Lage sind, Strategien zu gestalten, um die Bedürfnisse der Verbraucher der Bioprodukte zu erfüllen.
Schlüsselwörter: Bioprodukte, Motivation, Verbrauch, Zimbabwe
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