Cargando…
Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area
This study aimed to 1) explore the information flow by which supermarkets attempt to communicate with consumers, and 2) make a preliminary evaluation of the strategies used by supermarkets to promote organic food to consumers specifically within the Bangkok Metropolitan Area. Nine supermarket outlet...
Autores principales: | , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Elsevier
2020
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7240117/ https://www.ncbi.nlm.nih.gov/pubmed/32462095 http://dx.doi.org/10.1016/j.heliyon.2020.e04003 |
_version_ | 1783536814800240640 |
---|---|
author | Kantamaturapoj, Kanang Marshall, Alan |
author_facet | Kantamaturapoj, Kanang Marshall, Alan |
author_sort | Kantamaturapoj, Kanang |
collection | PubMed |
description | This study aimed to 1) explore the information flow by which supermarkets attempt to communicate with consumers, and 2) make a preliminary evaluation of the strategies used by supermarkets to promote organic food to consumers specifically within the Bangkok Metropolitan Area. Nine supermarket outlets located at the headquarters of nine supermarket chains were observed. Eleven informants from four supermarket chains were interviewed. The results found that supermarkets in Thailand provided rich information about organic food via standard certification, a Participatory Guarantee System, storylines and illustrations involving farmers. The retailers attempted to offer organic food in a way that is convenient to urban consumers' lifestyles. However, the retailers did not attempt to offer special discounts or marketing promotions since they believed that the consumers knowledgeable of organic food would be willing to pay premium price. Two valuable recommendations can be drawn from this research. Firstly, the retailers should provide more information about the formal control systems and authenticity of organic food in order to foster trust and to allow consumers to assess its benefits. Secondly, the retailers should continue offering ‘ready to eat’ organic food since it can be of significance in relation to the lifestyle of urban Thai consumers. |
format | Online Article Text |
id | pubmed-7240117 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2020 |
publisher | Elsevier |
record_format | MEDLINE/PubMed |
spelling | pubmed-72401172020-05-26 Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area Kantamaturapoj, Kanang Marshall, Alan Heliyon Article This study aimed to 1) explore the information flow by which supermarkets attempt to communicate with consumers, and 2) make a preliminary evaluation of the strategies used by supermarkets to promote organic food to consumers specifically within the Bangkok Metropolitan Area. Nine supermarket outlets located at the headquarters of nine supermarket chains were observed. Eleven informants from four supermarket chains were interviewed. The results found that supermarkets in Thailand provided rich information about organic food via standard certification, a Participatory Guarantee System, storylines and illustrations involving farmers. The retailers attempted to offer organic food in a way that is convenient to urban consumers' lifestyles. However, the retailers did not attempt to offer special discounts or marketing promotions since they believed that the consumers knowledgeable of organic food would be willing to pay premium price. Two valuable recommendations can be drawn from this research. Firstly, the retailers should provide more information about the formal control systems and authenticity of organic food in order to foster trust and to allow consumers to assess its benefits. Secondly, the retailers should continue offering ‘ready to eat’ organic food since it can be of significance in relation to the lifestyle of urban Thai consumers. Elsevier 2020-05-18 /pmc/articles/PMC7240117/ /pubmed/32462095 http://dx.doi.org/10.1016/j.heliyon.2020.e04003 Text en © 2020 Published by Elsevier Ltd. http://creativecommons.org/licenses/by-nc-nd/4.0/ This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). |
spellingShingle | Article Kantamaturapoj, Kanang Marshall, Alan Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area |
title | Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area |
title_full | Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area |
title_fullStr | Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area |
title_full_unstemmed | Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area |
title_short | Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area |
title_sort | providing organic food to urban consumers: case studies of supermarkets in bangkok and metropolitan area |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7240117/ https://www.ncbi.nlm.nih.gov/pubmed/32462095 http://dx.doi.org/10.1016/j.heliyon.2020.e04003 |
work_keys_str_mv | AT kantamaturapojkanang providingorganicfoodtourbanconsumerscasestudiesofsupermarketsinbangkokandmetropolitanarea AT marshallalan providingorganicfoodtourbanconsumerscasestudiesofsupermarketsinbangkokandmetropolitanarea |