Research gaps based on knowledge analysis

Within the analysis of the state of the art the category determinants of consumer behavior is the most intensively analyzed subject area (n=151). However, the relatively small share of studies from Germany is conspicuous. Nevertheless, the research area appears to be quite well covered, especially since a transfer of results into other regions or countries is guaran- teed and thus future redundant conductions of studies with similar goals become unneces-

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sary. This is particularly true for results in countries comparative to Germany, culturally and historically, which are characterized by a similar prevalence and availability of food. Charac- teristic of the subject area determinants is the large number of studies, which do not differ to a great extent in their basic objective, in their research subjects or in their study design. This explains the mass of identified studies over the last eleven years.

Nonetheless the literature analysis, which is based on German and English research, enabled the identification of research deficits. The identified deficits for the above mentioned four subject areas are here presented.

Socio-economic determinants: The relatively large number of studies regarding the influ-

ence of socio-economic aspects suggests intensive research efforts. Frequently analyzed variables are particularly gender, educational background, income level and geographic ori- gin. It has been widely agreed that women, consumers with a high income and a good edu- cational background, as well as southern Germans are intensive organic buyers. Many mid- dle-aged peopleand households with young children fall within this category. A negative co- herence exists between organic consumption and residence in eastern Germany. It is not clear, however, what effect profession and older children in the household might have on the purchase of organically produced food. Moreover, the difference in purchase behavior be- tween the rural and the urban population has not yet been sufficiently analyzed.

Psychographic determinants: The influence of psychographic factors on organic consump-

tion is the most frequent topic in the subject area determinants. The results of many studies reveal that attitudes based on altruistic and postmaterial values, consciousness for climate protection and animal welfare, as well as efforts that support the production and the sale of regional products, cohere positively with the consumption of organic food. Preference for convenience-foods is opposed to organic consumption. The complex constructs of health and nutrition consciousness, of food involvement, as well as perceived purchasing risk, seem to be only rudimentarily analyzed. Moreover, the issue of how knowledge of nutrition and health as well as trust, as well as the interaction between the two, affects organic purchasing behavior is still unresolved. Further research into product oriented attitudes and the effect of interacting product attributes, is required for product specific criteria. Approaches dealing with determinants of depth psychology, such as emotions and spirituality, do not yet exist in the relevant literature. There is also further demand for the analysis of value-trade-offs e.g. between regional and organic food, or between climate protection and organic food. The as- pect of fair trade has more research potential. Longitudinal studies addressing the develop- ment of attitudes and values are missing, too.

Behavior related determinants: Organic purchasing behavior has only in very few cases

been explained in terms of other behavior related variables. The coherence between organic consumption and low meat consumption, increased fruit and vegetable consumption, as well as preference for full grain products, seems to be confirmed. Moreover, it is already known that organic consumers prefer specialist shops and rather avoid shopping in discounters. Beyond that a relationship between the purchase of organic food and physical activity, as well as the abstinence of tobacco, has been established. The correlation between informa- tion behavior, i.e. searching/reading of product labeling regarding ingredients, fat content and nutritional values, and the purchase of organic food was analyzed in very few studies. Prob- ably due to difficult measurement, cooking behavior and real observable purchasing behavior have not yet been examined. A need for explanation exists for the effect of advertisements and for the reaction to single marketing variables such as labels and product packaging, too.

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Despite the steadily increasing number of food scandals, marketing research still lacks ana- lyses of reactions to a crisis. Another research deficit can be found in the analyses of sen- sory skills and preferences of organic consumers, which represents a high research potential due to the fact that taste has become increasingly relevant to the motivation of purchasing organic food.

The consumption of organic food by children should be considered for future research, since youth represents a large potential for the organic branch. Keeping in mind the ongoing globa- lization, intercultural comparisons of the determinants for purchasing organic food should be conducted, too. Beyond that, research studies of long duration, which continuously analyze the development of all kinds of determinants, are required.

It can be concluded that determinants of organic consumption are the best covered research field. Overall, the large number of studies is of a high methodological standard. Since the extensive research work and results cannot be easily elaborated by practitioners, the need for science transfer, e. g. by research overviews and operational recommendations, is high. Nevertheless, the literature analysis has succeeded in identifying issues that have not yet been analyzed and leads to the conclusion that the subject area determinants offers interest- ing perspectives for future research.