Premium
The diffusion of organic food products: toward a theory of adoption
Author(s) -
Shanahan Christopher J.,
Hooker Neal H.,
Sporleder Thomas L.
Publication year - 2008
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/agr.20164
Subject(s) - marketing , diffusion , business , seal (emblem) , early adopter , process (computing) , diffusion of innovations , industrial organization , computer science , art , physics , visual arts , thermodynamics , operating system
This study explores drivers influencing food processors' decisions to adopt organic practices and the constraints which may limit the availability of food products using the National Organic Program (NOP) organic seal as a marketing tool. A constrained diffusion model is applied to assess seal qualified adoption across food categories. A second model explores market forces that influence variations in the diffusion process. Results suggest that external factors, including new regulation, impact diffusion rates. Future adoption of organic practices will require enhanced informational and physical access for potential adopters. © 2008 Wiley Periodicals, Inc.