Discuss about the Business Capstone Project Process Perspective.
The current literature consists of developing a comprehensive literature review regarding the topic “What factors influence the purchase of organic food ways Rosebery residents in Sydney NSW?” In the present literature, the three different hypothesises have been framed by the researcher to evaluate the topic critically. At the same time, the strengths and weakness have been mentioned by the scholar as well. Altogether three problems have been framed to cover the current literature review. The three different phrases used in the current research are as follows:
- The organic food consumption pattern of the Rosebery Residents in Sydney NSW
- Organic foods purchase pattern of Rosebery Residents in Sydney NSW
- The factors influencing the purchase of organic food by the Rosebery Residents in Sydney NSW
The current thesis statement of the study is “The demographic and social factors are the primary drivers behind the increased organic food purchase intention of the Rosebery Residents in Sydney NSW.”
The current organic food consumption pattern of the Rosebery Residents in Sydney NSW:
Hypothesis: The organic food consumption pattern in Rosebery Residents is increasing
The organic food consumers in Australia are increasing drastically. Smithand Paladino (2010) stated that the segmentation had been based upon the demographic factors such as food oriented lifestyles, attitudes towards organic food and the frequency of the purchasing the organic food. The socioeconomic profile of the organic food consumer indicates that the customers reach the age 30s and have no children intends to purchase organic food for the betterment of the health (Kriwy and Mecking, 2011). Also, more than 44.1% of women respondents prefer to consume certified organic food compared to the 33.8% of the men (Lyons, 2006).
On the other hand, the Australian food news also indicates that the Australian certified retail market is expected to continue growth in the organic food production (Lobo et al. 2013). The website also states that 69% of the primary shoppers prefer to bring at least one certified organic products in the past one year (ausfoodnews.com.au, 2016). It has also been estimated that the Australian organic market is now estimated to be worth $200 million. The Australian food news also indicates that Australia has one of the largest natural lands in the world, which is more than 22 million hectares (ausfoodnews.com.au, 2016). Between the FY 2011-2014, there had been a 53% increase in certified organic land area. The food department of Australia also states that the consumption pattern in the organic food is framing a record growth across all regions of Australia (Zepeda and Deal, 2009).
On the other hand, the past literature also indicates that around 60% of the customers purchase organic products (ausfoodnews.com.au, 2016). However, the overall sales volume of the organic product is less than 1%. In this regards Agnieszka HÅ‚obiÅ‚ (2010) stated that the consumption of organic food products varies from one region to another due to the changes in the preferences of the consumers. Maye et al. (2007) also stated that the consumption pattern is fluctuating in nature.
The article also provides a comparative study regarding the trend of conventional and organic farming to improve the health sustainability of the community. This study indirectly links the impact of producing a greater degree of biological products on the consumption pattern of the city (Wood et al. 2006). It has been identified that the production of the organic products is prioritised to reduce the environmental impacts that occur from the manufacture of the conventional products (Grønhøj, 2006). Thus, the availability of more organic product will automatically redirect the customers to shift into the purchase of natural products.
The current organic food purchase pattern of the Rosebery Residents in Sydney NSW:
Hypothesis: The organic food purchase pattern in Rosebery Residents is increasing:
The current journal indicates that people from the 50-69 years age group prefer to buy organic foods. On the other hand, it has been identified that most 10.3% of the overall Australian population purchases organic foods from the retailers (Thoegersen, 2006). However, Pearson
Et al. (2010) stated that survey report published in FY 2016 indicates that almost 57.7% of the customers rarely purchase the organic food, due to the cost involvement and taste factors. Mainly taste and health protection have been identified as the prime motivators for a definite purchase intention of the organic food. Also, the current journal also indicates that more than 70% of the total population somewhat interested in buying organic foods, while 10.4% consumers are not at all interested to buy the organic food. Therefore, the strength of the current literature is its descriptive analysis regarding the consumer purchase pattern for the organic foods. Overall methodological aspects have also been mentioned explicitly.
On the other hand, the report published by the Age innovators also indicates that the organic grain production has been increased by 20%, and the sales value has improved by 67% (ww.aginnovators.org.au, 2016). Thus, it is evident that the consumer purchase pattern is growing towards the organic food products (Paul and Rana, 2012). The Australian Organics Market Report 2014 draws on six years of comparative consumer data gathered by the Mobium Group indicates that Australian customers are aware regarding the fruitfulness of the organic products and improved the purchase intention as well. Therefore, it can be considered as a major strength of the source.
The data gathered from the organic food production report also indicates that the certified organic operators in NSW have been increased from 688 to 1068 within a span of 10 years starting from the FY 2002-FY2011 (austorganic.com, 2016).The value of the organic market sector is also 25% in the NSW, which is the second largest in the overall country (Karlse et al. 2013). The consumer purchase intention is found greatest in the Queensland region, followed by the NSW (www.aginnovators.org.au, 2016).
Finally, natural news states that the Australian organic food market gets 15% increment each year due to the changing purchase pattern of the consumers (www.naturalnews.com, 2016). The certified organic products are preferred by the majority of the customers.
The factors influencing the purchase of organic food by the Rosebery Residents in Sydney NSW:
Hypothesis: The demographic, food quality and health issues are the primary drivers for consuming natural food products
The analysis of the past literature indicates that the perceived food quality and the demographic factors significantly influence the purchase intention towards the natural food product. In this context, Monier et al. (2013) stated that the intrinsic quality cues depict the freshness of the outputs, which attracts the customer towards the product. On the other hand, Paladino and Baggiere (2008) stated that the ageing population is also an important factor for influencing the customer purchase intention towards the organic products. However, the environmental concerns and the animal right issues are also impacting to a large extent on the natural food shopping behaviour. The literature regarding the Transtheoretical model of changing behaviour also indicates that positive buying behaviour of a region influences other community to opt for the similar health products (www.aihw.gov.au, 2016). The purchase conduct of the Queensland community has affected the inhabitants of NSW, due to which the purchase intention has been increased from the previous scenario. Also, the majority of mid age customers prefers to consume organic food products to resolve the health issues. The overall purchase intention has become 35%, which was lesser in the FY 2012-2014 (www.aihw.gov.au, 2016). Therefore, the demographic, social and health related issues significantly influence the organic product purchase behaviour of the community of NSW.
The current study indicates that every hypothesis has been justified by utilising a set of past literature and the online sources. Different sources have been used as secondary data to cover the current literature. Considering the first hypothesis, the journals and articles used have been fund potential enough to address the hypothesis. No such major weakness has been found in the current article as the present appetite for the organic food has been demonstrated concerning facts and past data. However, the data source mentioning the competitive study among the production of biological and conventional food fails to satisfy the hypothesis. This is the weakness of the data. However, the current literature significantly discussed the organic food consumption pattern of the developed countries including Australia. Thus, the availability of the facts can be considered a major strength of the secondary sources.
While addressing the second hypothesis, it has been identified that every source potentially discusses regarding the purchase pattern of the consumers of NSW towards the organic food products. Therefore, it could be considered as the primary strength of the journals. On the other hand, no such weakness has been observed from the secondary sources that have been used to satisfy the second hypothesis.
Finally, the address of hypothesis three has been made in a potential way. The majority of the sources also provides a longitudinal study related to the demographic and social factors influencing the overall purchase behaviour towards the organic products. Also, these resources also adequately address the behavioural insights of the inhabitants of NSW towards buying the organic food products. The overall methodological perspectives and the data analysis have been made in a potential way to address the current thesis statement. Therefore, the overall hypothesis analysis indicates that the current thesis statement has been addressed in the current study.
(No Date) Available at: https://www.aihw.gov.au
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