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Do Organic Labels Drive Repeat Purchase Loyalty? Investigating Reasons Of Growth Of The Danish Organic Food Market, Polymeros Chrysochou, Boyan Vassilev
Do Organic Labels Drive Repeat Purchase Loyalty? Investigating Reasons Of Growth Of The Danish Organic Food Market, Polymeros Chrysochou, Boyan Vassilev
Polymeros Chrysochou
This paper investigates the reasons that have led to the growth of the organic food market in Denmark; a country with the highest market among countries in Europe. To fulfil this objective trends are explored in market performance and repeat purchase loyalty for a period of ten years (2001-2010) across nine product categories. The results show that growth during this period is primarily driven by penetration, whereas repeat purchase loyalty and purchase frequency remain almost stationary. Another important finding is that organic foods suffer in terms of repeat purchase loyalty, mainly due to lack of availability. Implications from this research …