Breaking niche sustainable products into the mainstream: Organic milk and free-range eggs
Breaking niche sustainable products into the mainstream: Organic milk and free-range eggs
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DOI：
10.1002/bse.2050
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发表时间：
2018-11-01
影响因子：
13.4
通讯作者：
Morris, Michelle A.
中科院分区：
文献类型：
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作者：
Chintakayala, Phani Kumar;Young, William;Morris, Michelle A.
我们通过以下方式为影响可持续产品消费行为的因素的现有文献做出贡献：(a) 采用来自英格兰 300 多家门店的实际超市销售数据，覆盖多达 1800 万顾客；(b) 研究两种都可以贴上可持续标签但市场地位截然不同的产品：有机牛奶作为典型的利基产品，而散养鸡蛋（基于市场份额）可被视为主流产品。我们的研究调查了贫困和种族等因素的影响，这些因素以前从未被研究过。结果部分证实了之前的研究，该研究主要基于自我报告的行为，将价格和贫困地区视为障碍，但绿色态度作为促进因素，同时更富裕的人购买有机牛奶。我们工作的新发现是，便利店有负面影响，而对于有机牛奶，老年家庭和25-44岁的人有积极影响。至关重要的是，我们在分析中发现了利基产品和主流产品的购买行为之间存在明显差异：虽然有机牛奶的购买量可以通过广泛的社会人口因素来预测，但散养鸡蛋的情况却并非如此。在这里，除了价格和绿色态度之外，没有其他对行为的影响。因此，我们的研究结果可以为最近围绕可持续产品消费主流化的尝试的争论提供新的见解。
We contribute to the existing literature on factors influencing sustainable product consumption behavior by (a) employing actual supermarket sales data from over 300 outlets in England covering up to 18 million customers, and by (b) examining two products that can both be labeled as sustainable but have very different market positions: organic milk as a typical niche product, and free-range eggs which (based on market share) can be seen as a mainstream product. Our study has looked into the influence of factors such as deprivation and race, which have not previously been looked into. The results partially confirm previous research, which is mostly based on self-reported behavior, identifying both price and deprived catchment areas as barriers but green attitudes as a facilitator while more affluent people purchase organic milk. What is new from our work is that convenience stores have a negative influence and for organic milk, older families and those aged 25-44 years have a positive influence. Crucially, we identify clear differences between purchasing behaviors regarding niche and mainstream products in our analysis: while purchases of organic milk can be predicted by a wide range of sociodemographic factors, this is not the case for free-range eggs. Here, besides price and green attitudes, there are no other influences on behavior. The results of our study can therefore provide fresh insight into the debate around recent attempts to mainstream sustainable product consumption.