Exploring the Consumer Behavior of Organic Food Consumption: A Qualitative Study in Macao

Abstract

In recent years, worldwide demand for health and nutritious foods grew remarkably with the increase of health-conscious consumers. Harmful effects caused by the use of chemical pesticides in agriculture further motivate consumers to shift their focus towards organic foods. In the present study, we aimed to explore the consumption behaviour of Macao consumers towards organic foods. A qualitative explorative design was employed using face-to-face semi-structured in-depth interview among 43 customers (25 females and 18 males) of a local health-oriented café in Macao. Price, credibility, health concern, and accessibility were the most important considerations when purchasing organic foods. Despite the belief that healthy eating is essential, older consumers were reluctant to invest in organic foods. In contrast, younger consumers were interested in consuming organic foods to fulfil their curiosities, while being a parent was the primary motive to purchase. However, work preoccupation was the main barrier restricting their healthy eating habits. More importantly, although Macao consumers were highly attracted to food delivery apps to reduce time and physical effort, its usage indeed hamper the consumption of organic foods due to the limited availability. This original study offers practical implications to existing organic food businesses by investigating the consumption behaviour of Macao consumers towards organic foods. Findings also facilitate organic food manufacturers to achieve wider market penetration and to better meet the needs and demands of health-conscious consumers in Macao.