Men’s and women’s attitudes toward organic food consumption. A Spanish case study

R. Olivas, R. Bernabéu


The study of the behaviour of food consumers in general and of organic food in particular, is revealed as the key element for agrofood business in its strategy to accommodate supply to consumer needs and desires. In research on organic food consumer behaviour, various papers suggest the existence of differences between men and women in their preferences, purchase, consumption and willingness to pay. Proposing to determine whether differences between men and women in the consumption of organic food come from their lifestyles, a series of surveys was conducted in the metropolitan area of Madrid in December, 2006. The results obtained through structural equation analysis indicates the model for men (χ2/df=1.76 p<0.01, CFI=0.907) as well as the model for women (χ2/df=1.87 p<0.01, CFI=0.857) can be considered acceptable, they suggest that women are more proactive in the consumption of organic food. While women are more motivated due to eating a healthy diet, men are more influenced by their social circumstances. In conclusion the basic commercial strategy for increasing organic food consumption in Spain would be for businesses as well as the government to conduct communication campaigns addressed basically to women, the clear promoters of healthy eating in the home.


consumer behaviour; gender; marketing strategy; modelling; structural equation

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DOI: 10.5424/sjar/2012102-507-11