Llorens Marín, MiguelPuelles Gallo, MaríaManzano Antón, Roberto2025-01-162025-01-162011-10-27Llorens-Marín, M., Puelles, M., & Manzano, R. (2011). Consumer behavior and brand preferences in organic grocery products. Store brands vs manufacturer brands. Innovative Marketing, 7 (3), 109-115. ISSN 1814-2427.1814-2427https://hdl.handle.net/20.500.14352/114613Organic food has become more popular in developed countries over the past ten years mainly due to consumers’ food safety awareness and environmental problems. In Spain the market is still small, but store brands are driving growth in this category. Final objectives of this work are to uncover the reasons for buying organic brands and existing barriers for not buying them, and also to obtain some insight into the reasons that may trigger positive or negative consumer attitudes towards organic food branding. As a second objective, the authors study consumer behavior patterns towards organic food products by comparing two different brand types, manufacturer brands and store brands, in order to evaluate brand relevance on consumer choice. The authors study potential consumer preferences between them, revealing brand equity and consumer trust. It is generally accepted in the literature that the drivers for consumption of organic products may be either a “health concern” (“it is good for my health or my children’s”), or a “feel good” factor (“it makes me feel better”), the latter being an adaptation of consumer behavior to their ethical values towards the environment and production sustainability. Results from this work allow to understand that the distribution model of organic food has an impact on its price level, and the resulting premium price being one of the main barriers for buying these products. The price gap between organic and “standard” products, together with the merchandizing used at point of sale are two key factors to address when developing the category. The paper concludes that a collaborative sales strategy between manufacturers and distributors would help a distribution model change and foster consumption of this product category in Spain.engAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/journal article1816-6326https://www.businessperspectives.org/index.php/journals/innovative-marketing/issue-130/consumer-behavior-and-brand-preferences-in-organic-grocery-products-store-brands-vs-manufacturer-brandshttps://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/4248/im_en_2011_03_Llorens.pdfopen accessorganic productsstore brandsbrand relevanceconsumer behaviorMarketingComercio5311.05 Marketing (Comercialización)