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Viability of Values and Attitudes Concerning Purchase Intentions and Benefit Attribution for an Organic Sport Drink AgEcon
Ameseder, Christoph; Haas, Rainer; Meixner, Oliver.
The following contribution describes a product development case study for an isotonic organic sport drink in which the value factors of GfK Sinus Milieus have been applied. The underlying research question is, if the prescribed values are a viable tool to differentiate buyers and nonbuyers of organic food in respect to purchase intention in the case of sport beverages. The authors furthermore investigate the importance of “organic” or other product features for fitness oriented consumers. The paper draws on data from a survey in Austrian and German fitness centres with a total of 400 respondents. Purchase intention was indirectly measured with a Conjoint analysis, for the influence of values and factors on the purchase intention an analysis of variance was...
Tipo: Conference Paper or Presentation Palavras-chave: Innovation; New product development; Organic food; Sport beverage; Attitudes and values; Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety.
Ano: 2008 URL:
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