Marketing professors consider organic food consumption in emerging markets

Marketing professors Lubna Nafees, Eva Hyatt, Neel Das and Unal Boya in Appalachian State University's Walker College of Business have published new research on organic food consumption in emerging markets.

The Appalachian team joined  Lawrence L. Garber from Elon University to pen the work, "Motivations to buy organic food in emerging markets: an exploratory study of urban Indian millennials," which was recently published in Food Quality and Preference.

The authors studied Indian urban millennials and explored the perceptual profiles of those who buy for health or for the environment. Findings show that those buying for their health are pragmatists concerned about performance and utility while those buying to help the environment are social and concerned about appearances. Interestingly, results also indicate an inverse relationship between consumers' attitude toward organic food and their intention to buy it, suggesting that those consumers who use organic food for health reasons have a greater affinity for organic food, but those consumers who use it for environmental reasons are less price sensitive and more prone to actually buying it.

Read the paper.

About the Department of Marketing and Supply Chain Management

At Appalachian State University, students in the Walker College of Business’ Department of Marketing and Supply Chain Management learn to drive industry initiatives that develop customer satisfaction and retention, contribute to company profits and build connections with suppliers, distributors and the community. Students majoring in marketing may select a concentration in general marketing, digital marketing or sales. Students majoring in supply chain management (SCM) learn about logistics, operations, strategic sourcing, process improvement strategies and supply chain technologies, enabling them to compete in the global marketplace and help future employers reduce costs, improve profits and expand their markets. Learn more at

Marketing professors consider organic food consumption in emerging markets
Published: Sep 1, 2021 1:58pm