Measuring the stages of change in organic food consumption
Bae, Beom Jun
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This study measured consumers’ readiness to eat organic food, and examined whether there are differences among the levels of the readiness. The Transtheretical Model (TTM), more specifically the Stages of Change, was employed as framework of the analyses. The respondents of the survey were divided into five stages of change in organic food consumption, and analyzed by statistical methods. The results showed that each stage was motivated by different variables, thus different advertising message strategies were suggested according to consumers’ stages of change.