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oai:riuma.uma.es:10630/284952026-02-03T11:14:46Zcom_10630_2254col_10630_37953

Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain. Molinillo-Jiménez, Sebastián Vidal Branco, Murilo Japutra, Arnold Alimentos - Consumo - Aspectos sociales Pôlítica de acceso abierto tomada de: https://v2.sherpa.ac.uk/id/publication/14106 (preprint) This paper examines the antecedents of millennials’ organic food purchasing. A conceptual framework, based on product characteristics, and consumers’ concerns and consciousness, is proposed. Data collection was conducted through a survey in two culturally and socioeconomically distinct countries (Brazil vs. Spain) to increase the robustness and generalizability of the results. The results show that product characteristics and consumer concerns improve millennials’ health and increase their social consciousness, which, in turn, increases their willingness to pay a price premium and their purchase frequency of organic foods. The findings show that the proposed model has high validity, with only one significant difference between the two countries. Theoretical contributions and managerial implications are discussed. 2024-01-08T09:46:10Z 2024-01-08T09:46:10Z 2019-09-05 journal article Molinillo, S., Vidal-Branco, M., & Japutra, A. (2020). Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain. Journal of Retailing and Consumer Services, 52, 101926. https://hdl.handle.net/10630/28495 10.1016/j.jretconser.2019.101926 eng open access Elsevier