U.S. College Students' Organic Food Consumption Behavior

ISBN-13: 9783639210507 / Angielski / Miękka / 2009 / 240 str.

Ming Liu

Opis

As the organic market continues to grow, interest in United States (US) consumers organic food purchasing and consumption behavior have emerged as essential research topics. The aim of the present study was to obtain an in-depth understanding of US college students purchasing and consumption behavior with regard to organic food products. Three consumer behavior models were employed for comparison. Based on the behavior models constructs, different college students organic food consumer groups were profiled. In addition, with the increasing consumer demand for health, food safety, and nutrition, the relationship between individuals health consciousness and their organic food purchasing and consumption behavior was also examined. Todays college students are on emerging market for the foodservice and retailing industries in the next decade and beyond. Industry service and product providers could benefit from the study findings by developing tailor-made marketing strategies to better meet the service and product expectations of college students.

O autorze

Dr. Ming Liu, PhD, MS, RD, currently holds a faculty position in the Department and the Graduate Institute of Tourism Industry at Chinese Culture University, Taipei, Taiwan. She received her Ph.D. in Hospitality Administration at Texas Tech University, TX, USA, and her M.S. in Nutritional Sciences at the University of California, Berkeley, CA, USA.