Department of Marketing

Paper published in the Journal of the Academy of Marketing Science

Jun 28, 2021

The paper "When drivers become inhibitors of organic consumption: The need for a multistage view" by Robert Mai (Grenoble), Stefan Hoffmann (Kiel), and Ingo Balderjahn (Potsdam) has been published in the Journal of the Academy of Marketing Science (FT50, VHB-Jourqual 3: A, Impact Factor: 7.96). The study is based on the shopping patterns of about 14,000 households and shows that ecological and social motives can motivate consumers to buy organic food. However, these motives can even be a hindrance for lasting, repeated organic purchases. Particularly self-related, hedonic motives foster the maintenance of organic consumption.

You may find the study here