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Consumer Driven Supply Chains: the Case of Dutch Organic Tomato

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Distribution management | Consumer driven supply chains: the case of Dutch organic tomato | Author: F. Anastasiadis, Y.K. van Dam | MKT 625 | | |

Introduction
Supply chain management refers to the efficient integration of various processes involved in turning resources into consumer products. Effectiveness of the supply chain is more easily understood in terms of Value Chain Management, and the integration of processes that turn resources into consumer value.
The current paper reports two studies into the value chain of organic produce in Netherlands. The paper combines two different research approaches to study which consumer motives and values are the main drivers of organic consumption. These motives are centered on hedonic, benevolent, and Universalist values.
The study reconfirms earlier findings that health and taste are important motives driving organic food consumption, and that next to this environmental friendliness and naturalness are important drivers. More fundamentally, the consumption value of organic food is strongly related to social and ethical principles and beliefs. By committing it to superior ethical performance the organic supply chain could create a competitive advantage that is not easily copied by competing products.

Objectives of the Study
The basic objective is to understand consumer product knowledge and motivations with respect to organic products. In other words, this research focuses on the consumers’ beliefs towards organic products and the factors that influence their decisions on whether or not to purchase the organic agricultural products.
Principles of organic farming are: * Ecologically, economically and socially responsible way of farming * Supplier of safe and healthy food and fiber for human being * It ensures least possible negative environmental impact

Literature Review
A…...

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