Organic production is limited in Lebanon but the organic market is growing fast. The local market mainly depends on imports and it is quite developed in comparison to neighboring countries. A few research was addressed to organic food consumption in Lebanon without dealing with organic consumers. Therefore, our objectives were to identify the profiles of Lebanese organic and non organic consumers and to propose appropriate strategies for each segment of consumer. A survey based on the use of closed-ended questionnaires was addressed to 400 consumers in the capital, Beirut, from the end of February till the end of March 2014. Data underwent descriptive analyses, principal component analyses (PCA) and cluster analyses (k-means method) through the statistical software SPSS.
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Four clusters were obtained based on psychographic characteristics and willingness to pay (WTP) for the principal organic products purchased. Localists and health-conscious clusters seem to be the most critical to be addressed by specific marketing strategies to set value on the combination of local and organic food and on the healthy properties of organic products, with the final aim of developing the Lebanese organic market.
