Sensory Experiences and Expectations of Italian and German Organic Consumers
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SubjectFocus groups; Consumers' sensory experiences and expectations; Sensory marketing; Italy; Organic food; Germany
We explore sensory experiences and expectations of Italian and German organic consumers when purchasing and eating organic food. Ten focus group interviews were performed and the results were analyzed using qualitative content analysis. Outcomes indicated that although sensory attributes are not the main purchase drivers, flavor and odor are the most important in driving consumers’ choice. Findings also suggested that training consumers’ sensory abilities offers new market opportunities to organic marketers. From a marketing perspective, Italian consumers seem to equally appreciate non subjective as well as subjective marketing information about organic products, whereas in Germany non subjective aspects appear to be predominant.
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