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Abstract
According to recent research based on the
theoretical concept of the family cycle it can be assumed
that expenditures for organic food in families decline as
children get older. For organic food marketing this
raises the question to which extent organic food
consumption in families is characterised by changes,
when changes in families’ organic food consumption
appear over time and what the reasons for these changes
are. The article presents theoretical background,
research design and results of a qualitative study. Based
on qualitative interviews which were analysed according
to Grounded Theory it is found that consumers perceive
changes in organic food consumption in terms of
increase and decrease. As causal conditions for this,
pregnancy, the feeding of babies with complementary
food, children’s adolescence, a new partner and a new
situation in household income could be identified. The
results point out how qualitative research can contribute
to the completion of existing and the inspiration for
future quantitative studies.