More than meets the eye: the interplay of spending and product variety in organic shopping

Purpose This study investigates the growing global interest in organic food by examining the relationship between consumer spending patterns and the variety of organic product categories within shopping baskets. Expanding on prior research on intrinsic motivations for choosing organic products, this paper introduces differences between consumers based on their spending levels and the quantity and type – fresh vs processed – of organic products they purchase. Design/methodology/approach A descriptive analysis was conducted using data from an online panel survey in Spain, targeting regular consumers of ecological products. A total of 627 respondents were surveyed (e = 4%, N.C. = 95%; p = q = 0.5). Consumers were segmented based on the quantity of organic product categories in their baskets. The data were analysed using cross-tabulation, t -tests, and one-way ANOVA to identify significant differences in spending and product variety. Findings The study identified significant differences in spending patterns and in the variety of organic products purchased between the eco-consumer segments – essential, mindful and super – characterised by the variety of product categories in their shopping baskets. These findings align with global trends in eco-friendly consumption, providing a nuanced understanding of consumer behaviour in the organic food market. Originality/value To our knowledge, this study is the first to explore the impact of the variety of organic product categories within a shopping basket as a segmentation factor. The research contributes a novel perspective to the literature on organic food consumption by highlighting how the count and type of products influence consumer segmentation and spending behaviour.