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EMAC 2022 Annual

Is an organic line extension interesting for consumers?

Published: May 24, 2022


Maria-Luisa Hernandez-Olalla, Universidad Pontificia Comillas; Carmen Valor, Universidad Pontificia Comillas; Carmen Abril, Universidad Complutense de Madrid


The purpose of this research is to identify the circumstances that influence on the acceptance of an organic line extension. Grounded Theory methodology was used to discover that consumer evaluates the organic line extension based on the value proposition expected of the new product: ethical value or health value. Although organic purchasing is an increasing phenomenon, it is discovered that is not a sufficient reason for the success of the organic line extensions.