Analyzing drivers of organic food sales–A pooled spatial data analysis for Hamburg (Germany)

Shifting the food system to a more sustainable one requires changes on both sides of the supply chain, with the consumer playing a key role. Therefore, understanding the factors that positively correlate with increased organic food sales over time for an entire population can help guide policymakers, industry, and research to increase this transition further. Using a statistical approach, we developed a spatial pooled cross-sectional model to analyze factors that positively correlate with an increased demand for organic food sales over 20 years (1999–2019) for an entire region (the city-state of Hamburg, Germany), accounting for spatial effects through the spatial error model, spatially lagged X model, and spatial Durbin error model. The results indicated that voting behavior strongly correlated with increased organic food sales over time. Specifically, areas with a higher number of residents that voted for a political party with a core focus on environmental issues, the Greens and the Left Party in Germany. However, there is a stronger connection with the more “radical” Left Party than with the “mainstream” Green Party, which may provide evidence for the attitude-behavior gap, as Left Party supporters are very convinced of their attitudes (pro-environment) and behavior thus follows. By including time and space, this analysis is the first to summarize developments over time for a metropolitan population while accounting for spatial effects and identifying areas for targeted marketing that need further motivation to increase organic food sales.