CONSUMER LIFESTYLE FACTORS THAT CONDITION THE FREQUENCY OF ORGANIC TOMATO PURCHASES IN CASTILLA-LA MANCHA (SPAIN)

Among the various ways to differentiate food, organics is gathering momentum, since high quality food is produced in parallel with greater respect for the environment.
However, the increasing consumption of organic food is limited by the high price and limited availability.
However, it also seems that lifestyle is another possible cause.
The objective of this paper is to discover how different consumer lifestyles influence the frequency of purchasing organic tomatoes.
A total of 400 personal interviews were conducted with tomato consumers in Castilla-La Mancha (Spain). After data entry, 339 of these interviews were used to develop a structural equation model using Amos 17.0 (SPSS, 2009) software.
From the analysis of the results, it was concluded that the frequency of purchasing organic tomatoes was positively related to a healthy diet and negatively related to respect for the environ-ment.
The greater the respect for the environment, the lower the purchase frequency, but not necessarily the quantity purchased.

XXVIII International Horticultural Congress on Science and Horticulture for People (IHC2010): International Symposium on Integrating Consumers and Economic Systems

R. Bernabéu, M. Olmeda, R. Olivas , M. Díaz

consumer behaviour, structural equation modelling, marketing

https://doi.org/10.17660/ActaHortic.2012.930.6