Abstract
This paper examines the consumers buying behaviour towards organic food, particularly towards organic wine in a Convergence E.U. Region, the one of East Macedonia and Thrace (Emth) in Greece. Specifically, this study identifies the factors that affect consumers’ purchasing behaviour towards organic wine and classifies the purchasers into groups with similar buying behaviour. Field interviews were conducted in a random selected sample of 511 consumers in April and May of 2010. A multivariate statistical analysis on the data was used to identify consumers’ attitude towards organic wine. In particular, principal components analysis (PCA) was conducted to reveal that the factors affecting people’s preference in consuming organic wine are: (a) health safety and (b) prestige and curiosity. In the next stage, hierarchical and non hierarchical cluster techniques were applied which classified consumers with similar buying behaviour into three groups: (a) those influenced by prestige and curiosity, (b) the opportunists (those who are not influenced by any factor) and (c) those who showed a tendency to consume healthy products. Discriminant analysis was performed to assess how the identified factors derived from PCA could predict cluster membership. Finally, non parametric statistical tests were used to profile the identified group of consumers with regard to their personal traits as well as other factors affecting their consuming behaviour.
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Notes
- 1.
The anti-image correlation matrix was used as well as Bartlett’s test of sphericity and measure of sampling adequacy (MSA) in order to check the appropriateness of the data for subsequent factor analysis. The variables that had a high proportion of large absolute values of anti –image correlations as well as MSA less than 0.5 were removed before analysis.
- 2.
An orthogonal rotation (varimax method) was conducted and the standard criteria of eigenvalue = 1, scree test and percentage of variance were used in order to determine the factors in the first rotation (Hair et al. 1998). Different trial rotations followed where factor interpretability was compared.
- 3.
- 4.
A non-parametric Kruskal–Wallis one way ANOVA was conducted to validate the cluster solutions by examining if variables not used in cluster analysis differ significantly among the identified clusters.
- 5.
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Tsourgiannis, L., Karasavvoglou, A., Nikolaidis, M. (2013). Exploring Consumers’ Purchasing Behaviour Regarding Organic Wine in a Convergence E.U. Region: The Case of East Macedonia and Thrace, Greece. In: Karasavvoglou, A., Polychronidou, P. (eds) Balkan and Eastern European Countries in the Midst of the Global Economic Crisis. Contributions to Economics. Physica, Heidelberg. https://doi.org/10.1007/978-3-7908-2873-3_10
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