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Understanding consumer attitudes to organic food: using profile deviation analysis for consumer benchmarking

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Understanding consumer attitudes to organic food: using profile deviation analysis for consumer benchmarkingThe purpose of this chapter is to examine to what extent misalignment with an organic food consumer benchmark profile affects two key consumer performance indicators: consumer satisfaction and loyalty. The chapter performs a profile deviation analysis on a cross sectional sample of 1011 Australian organic food consumers. An extensive literature review revealed three key dimensions of comprising organic food consumer benchmark: healthism, hedonism, and

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