Purpose

The purpose of this paper is to identify drivers and barriers for the demand of organic poultry to provide recommendations for market actors.

Design/methodology/approach

644 consumers were interviewed through computer-assisted self-interviews in four regions (north, south, east and west) of Germany in front of conventional supermarkets and organic food shops. The survey data were analysed differentiating between three consumer segments. In addition to descriptive analysis, an explorative factor analysis was conducted and a multinomial logit model was applied.

Findings

The results show that consumer preferences, attitudes and determinants of purchase decisions differ significantly between consumer groups. Price sensitivity, appreciation of animal-welfare, belief in altruistic benefits of organic poultry production, as well as the influence of media reports are important determinants for the purchase decision of different consumer segments.

Practical implications

This study provides information for market actors regarding which strategies to adopt to increase the sales potential of organic poultry indifferent consumer segments.

Originality/value

The organic poultry market has great potential as it can meet the growing demand for healthy and sustainable products which are produced in an animal-friendly way. However, its market share still lies far below the overall organic market share for food products in total. Reasons for the low market share were not explored in-depth until now.

中文翻译：

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探索有机家禽消费的驱动因素和障碍

目的

本文的目的是确定有机家禽需求的驱动因素和障碍，为市场参与者提供建议。

设计/方法/方法

在德国的四个区域（北部，南部，东部和西部）的传统超市和有机食品商店前面，通过计算机辅助的自我访谈对644位消费者进行了采访。分析了调查数据，以区分三个细分市场。除描述性分析外，还进行了探索性因素分析，并应用了多项logit模型。

发现

结果表明，消费者偏好，态度和购买决定的决定因素在不同的消费者群体之间存在显着差异。价格敏感性，对动物福利的欣赏，对有机家禽生产的利他主义利益的信念以及媒体报道的影响，是决定不同消费者细分市场购买决定的重要因素。

实际影响

这项研究为市场参与者提供了有关采取何种策略来增加对不同家禽的有机家禽销售潜力的信息。

创意/价值

有机家禽市场具有巨大的潜力，因为它可以满足对以动物友好方式生产的健康和可持续产品日益增长的需求。但是，其市场份额仍然远远低于食品的整体有机市场份额。直到现在，还没有深入探讨造成市场份额低的原因。