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Analyisis Of Buyer Behaviour: Social Trends, Self Concept And Motivation Affecting The Consumption Of Organic Products

2638 words - 11 pages

May 16, 2003Table of Contents1. Introduction......................................................................................(3)2. Theory behind "We are what we eat"Post modern views on "Consumption" and "Self Concept"...........................(4)3. Greens in Senate, Organics in the MarketBrief summary on consumption of organic products..................................(5)4.Who is buying Organic Food ?..............................................................(6)5. Why people buy organic? What do they "expect"?Motivation and Organic Product............................................................(7)6. What should and could be done?Marketing Implications.........................................................................(10)7. It is a rare chanceConclusion........................................................................................(11)8. References.......................................................................................(12)1. IntroductionAlthough most of the food purchasing decisions are assumed to be low involvement, habitual decisions, the newly emerging product category of Organics has started to challenge this assumption during last decade.The purpose of the paper is to analyse the demand for products with the adjective of "Organic". Our attempt will be to think through their relation with the environmentalist movement and related social trends; to look at the post modernist view of self and its relation with the public sphere, new social movements and consumption; and finally we will question the consumer's motivation to purchase such products. The organics category can be applied to a wide rage of products from soap to candles and the theories discussed below can be applied to most of these different products however, our examples and discussion focus will be limited to organic food products.It all started with the hippiesroots of environmental movements and their effect on social trends and life styleThe most active period of social movement rhetoric in the 20th century was the 1960s. These new social movements did not seem to fit the model of Marxian class conflict but they gave a greater emphasis on group or collective identity, values and lifestyles rather than developed ideologies. Environmentalism as a social movement rooted itself to public and political agenda around this decade. Environmentalism can be understood as actions (undertaken by individuals or groups) that are - or are claimed to be - concerned in some way with conserving, improving, preserving, protecting or saving the 'environment'.(O'Riodan 1991) One of the most essential characteristics of this movement, like most other social movements of that time, is its aim to achieve control over change, in both lifestyle and outer social world.(Giddens 1991)safe to assume that worldwide, knowledge on environmental issues such as ecological balance, conservation, global warming has been increasing during the past two decades; the political...

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