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Title: Factors that influence perceptions and purchasing of organic produce by South African Consumers : a literature review
Authors: Fynn-Green, Geraldine 
Mason, Roger Bruce 
Giampiccoli, Andrea 
Keywords: Consumer behavior;Consumer perceptions;Fruit and vegetables;Organic produce;Purchasing practice
Issue Date: 2019
Publisher: IGI Global
Source: Fynn-Green, et al. 2019. Factors that influence perceptions and purchasing of organic produce by South African Consumers : a literature review. International Journal of Customer Relationship Marketing and Management. 10(2): 61-76.
Journal: International Journal of Customer Relationship Marketing and Management 
International journal of customer relationship marketing and management (Print) ItemCrisRefDisplayStrategy.journals.deleted.icon
Abstract: This article provides insight into the literature on consumer perceptions towards organic fruit and vegetables, attempting to identify factors that influence purchasing practices. Several supermarkets and fresh food markets in South Africa are now selling organically produced food items and consequently provide consumers with an alternative to conventionally grown food. However, limited research has been conducted in South Africa regarding consumer awareness and knowledge pertaining to organic produce and how consumer perceptions affect their purchasing practices. This article therefore provides a background to the organic food market in South Africa. From available literature, the article then goes on to explain the consumer behavior related to purchasing organic food produce, specifically with regard to socio-economic demographics and factors influencing willingness to pay a premium for organic produce. The article culminates in suggestions for further research to improve knowledge and understanding of the organic produce consumer in South Africa.
ISSN: 1947-9247
DOI: 10.4018/IJCRMM
Appears in Collections:Research Publications (Management Sciences)

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