Consumption differences of the organic products in various market segments: Lithuanian case study

Abstract

Article is based on the research results which aimed to assess the differences in consumption of organic products in the various market segments in Lithuania. The literature analysis suggests that the global trends of eco-consumption fundamentally changed over the past two decades. It becomes very important to research on consumer behaviour factors that hamper or reduce the consumption of organic products in different market segments. Authors have conducted an empirical study survey of 476 respondents in Lithuania searching for the answer, what is the difference of perception of organic products in various market segments. The research analysis has showed that 86% of the respondents have intention to buy organic products, 70% recognized eco-labelling as important factor of recognition of organic products, 51% of respondents most likely to buy the organic products, because their care of family and loved ones health and well-being. The most important buying motives of organic products are products safety (64%), quality, and better taste. The research also showed the different purchasing behaviour of the various market segments: The organic food consumption is mostly spread throughout the middle-aged married women with children, counting on their carrier and high salaries. However, the organic products have great potential in youth and senior segments too.