New research from Dr Ali Gohary, Lecturer in Marketing, has examined the role of culture as a factor in organic food consumption.
“Organic foods are increasingly becoming mainstream,” says Dr Gohary. “In 2019, the global organic foods and beverages market generated $US220 billion globally and is expected to reach $US620 billion by 2026. In Australia, the organic sector is now valued at $2.6 billion, adds $851 million to the national economy, and is expanding at a rate of more than 15% annually."
And while many consumers buy organic for health reasons, ethical reasons, or to protect the environment, how does culture impact their choices?
Dr Gohary’s team used the Power Distance Belief (PDB) framework to find out. It identifies how people perceive and interact within hierarchical structures.
High PDB individuals tend to accept and even endorse hierarchy and inequality, while low PDB individuals believe in equality and the absence of hierarchy.
“We found that low PDB consumers had a greater preference for organic foods than high PDB consumers. They were more sensitive to the environmental impact of their food choices.”
The team also identified the conditions under which high PDB consumers may have a stronger preference for organic foods.
“Linking environmental issues to changes in power disparity increased the likelihood that high PDB consumers would purchase organic food,” Dr Gohary says.
Dr Gohary says that these findings indicate that nuanced cultural messaging could help to further promote organic food consumption.
