“GPS in my salad?” A mixed method study of consumers’ perception of biomarkers in organic vegetables

Mara Martini, Barbara Loera*, Blain Murphy, Moira Dean, Egidio Dansero, Angela Fedi

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

The paper explored consumer acceptability of a biomarker solution for organic vegetables aimed at enhancing consumer trust, using a sequential mixed-method design. Five focus groups were conducted (N = 34) to explore consumer reactions to this technology and possible nomenclatures (Study 1). Subsequently, a survey in four European countries (Germany, Italy, Poland, UK; N = 1035) analyzed consumer attitudes and acceptability of biomarker technology, considering intercountry similarities and differences (Study 2). Qualitative analyses highlighted multiple contrasting reactions to biomarkers for organic vegetables in terms of acceptability, confirmed by quantitative data analyses. Results indicated a complex relationship between the perception of biomarkers and consumer trust.

Original languageEnglish
Number of pages18
JournalJournal of International Consumer Marketing
Volume35
Issue number1
DOIs
Publication statusPublished - 13 Feb 2023

Keywords

  • consumer trust
  • Mixed-method
  • organic biomarkers
  • organic food

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing

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