External validity of the food values scale

This paper investigates the external validity of a food value scale by determining the extent to which the relative importance placed on eleven food values explain demand for organic eggs and milk as reflected in scanner data representing consumers’ actual purchases in grocery stores. A conceptual model is also developed showing that the relationship between food values and food demand can be used to infer people’s beliefs about the merits of organic vs. non-organic food. Results indicate that demand for organic eggs and milk, as revealed in the household scanner data, is significantly influenced by respondents’ food values. The results show that people who are relatively more concerned about the environment and tradition exhibited higher demand for organic milk and eggs relative to non-organic milk and eggs, suggesting a belief that organics are more traditional and environmentally friendly. The results also show that people who are relatively more concerned about price and convenience exhibit lower demand for organic milk and eggs. Overall, the findings indicate that food values are significantly related to actual grocery store purchases, suggesting that the food values scale has the potential to explain consumer choice and guide new product development and marketing decisions.

► The external validity of a food values scale is tested.
► Household’s food values are measured by the paired-comparison method.
► Household scanner data is used to determine demand for organic eggs and milk.
► Organic eggs and milk demand is significantly influenced by food values.
► Organics are believed to be natural, traditional, and better for the environment.