Consumer Segmentation for Pesticide-free Food Products in Germany

Global sustainability challenges need to be addressed with innovative measures to comprehensively drive sustainable production and consumption patterns, and, thus sustainability change. A new farming concept, non-organic but characterized by complete renunciation of pesticides, has the potential to facilitate the transformation toward more sustainable agriculture. To examine this market potential of pesticide-free animal food products, we conducted an analysis of consumer attitudes using online survey data from 1010 German consumers. Through latent profile analysis (LPA), four profiles were identified, distinct in their acceptance of pesticide-free products and their attitudes toward pesticide use.

One profile, the Prospective Consumers (22.9 %), indicated a willingness to consume pesticide-free products. They are willing to pay 31 % more for pesticide-free milk, 23 % more for pesticide-free cheese, and 24 % more for pesticide-free butter, compared to conventional dairy. However, the largest representation is the Unwilling Consumers (39.3 %), who will probably not be among the potential buyers of pesticide-free food products. Beyond, the Indecisive Consumers (30.9 %), and the smallest profile (6.9 %), the Ambivalent Consumers, are undecided in their purchase intention. Overall, the optimal target group represents the Prospective Consumers, whereas it cannot be ruled out that the Indecisive Consumers and the Ambivalent Consumers will develop into potential buyers, although this will require further research into suitable communication measures. Decision makers in the agri-food industry can make use of our findings and develop a marketing strategy that allows an understandable labelling of products while ensuring credibility in society.