Organic Food Adoption: A Temporally-Dynamic Value-Based Decision Process

Gad Mohsen, Marwa (2015) Organic Food Adoption: A Temporally-Dynamic Value-Based Decision Process. In: 3rd Global Conference on Business Management (GCBM 2015), 17th-18th August, 2015, Singapore. ISSN 978-981-4713-30-6 (In Press)

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Abstract

Perceived value has been studied in literature in relation to its ‘how’ (how consumers perceive value) and ‘what’ (what value consumers identify and seek) dimensions. This study proposes a new perspective that focuses on the ‘when’ dimension based on a temporal framing of perceived value consumers pursue in the context of adoption decision-making, examining its influence on progression in the adoption decision process. The research is operationalised using organic food – a non-durable trend in the food sector, comprising an incremental or continuous innovation. The study integrates literature on time in decision processes, consumer adoption decision making and consumer value perceptions; the main aim is to investigate the relationship between time-based value sought and consumer speed along the standard process steps, checking for a consistently speedy or slow progress, and the consequent prospective process outcomes. Hence, the research offers a realistic time perspective of the adoption decision process, investigating the association between temporally-dominant value sought and the dynamics of making adoption decisions. Data is collected from a sample of consumers in the UK through a survey to investigate and test a number of hypotheses. Findings suggest that consumers predominantly driven by perceived future-based value have a higher likelihood to move more speedily along the adoption process steps, are more likely to symbolically adopt organic food pre-trial, and have a higher propensity to reach the decision to fully adopt it as opposed to consumers principally driven by its perceived present-based value; the latter are more likely to have a slower advancement in the process, have a lower likelihood to symbolically adopt organic food, and have a higher propensity to linger longer in an ongoing evaluation than to reach an adoption or rejection outcome. Marketers can use the results to better profile distinctive target segments of organic food consumers using a ‘temporal-value based’ segmentation and positioning approach.

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