Abstract
Compared to the other fields of business, research on image congruence in the food business sector, particularly organic food, is relatively scarce. Previous studies could only identify the congruence of certain psychological elements of perceived image. Other functional elements, on the other hand, are mostly overlooked. Considering these issues, this study aimed to examine customer perceptions of themselves as organic food consumers, of organic food products, and of organic food makers and distributors. Using data gathered from nine informants, this study found that organic food consumers held certain images concerning organic food products, their makers and distributors, and themselves. Some images of organic food consumers and organic food products shared the same nature. In addition, some images of organic food consumers, makers and distributors had the same essence. Implications of these findings, together with the limitations of this study and directions for future research, were discussed.
TopIntroduction
In recent years, organic food has become a new trend of consumption. Worldwide sales revenue of organic food was 167167.85 billion USD in 2020 (Report Linker, 2021). In the US alone, the revenue of this market might have reached 56.4 billion US dollars in 2020 (Statista, 2021). Organic food has transformed itself into a mainstream sector in this country. Facilitating organic food purchases will even strengthen and expand this sector. Nevertheless, research on organic food seems to prefer a general and theoretical concept to real or existing products (Arumugam, Govindasamy, Vellangany, & Gohil, 2017; Konuk, 2018; Richetin, Mattavelli, & Perugini, 2016; Tandon, Dhir, Kaur, Kushwah, & Salo, 2020; Tandon, Jabeen, Talwar, Sakashita, & Dhir, 2021). In addition, research on customer perceptions of organic food makers or distributors or their perceived images is largely missing, although some studies examined both consumers’ and makers’ attitudes toward organic food consumption and production (McEachern & Willock, 2004; Storstad & Bjørkhaug, 2003), and several emphasized the origin of organic food products (Sirieix, Kledal, & Sulitang, 2011; Thøgersen, Pedersen, Paternoga, Schwendel, & Aschemann-Witze, 2017). In order to provide more practical implications for makers and distributors to improve the production and distribution processes of organic food, such a gap in the literature needs to be filled.
Key Terms in this Chapter
Organic Distributers: People or companies responsible for processing organic food and making them available to consumers.
Organic Food Products: Edible items that use little or no manufactured chemicals during production.
Psychological Image: The ideas held of a product or brand about its emotional and non-physical values.
Organic Makers: People or companies who grow or raise plants and animals with little or no manufactured chemicals.
Organic Consumers: People who purchase and eat foods that are labelled organic, either exclusively or selectively.
Functional Image: The ideas held of a product or brand about its practicality and usefulness.
Image Congruence: The image of an item, particularly a brand, matches the self-image held by the consumer.
Sustainability: To make, distribute, and consume food products in a way that does not damage the environment.