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According to experts, communication on organic products is an aspect that requires exploration in order to highlight the particularities of these products. On a scientific level, the work examines consumer opinions on communication biases that can explain the narrowness of the market. Very little of the work examines the considerations of leaders. We try to respond to this concern in the case of Cameroonian SMEs. We proceed with interviews with 29 SME managers. The thematic content analysis of the data shows the usefulness of a combined use of several communication instruments: advertising which must integrate caravans as a new medium and revitalize the radio medium. Promotions at points of sale are less useful and must be supplemented by product scheduling, and the use of mobile support is essential to resolve the intermediation phenomenon observed in the organic products market. Finally, the use of traditional and mobile websites and social networks, which are being improved in SMEs, has very little chance of having a positive impact on organic consumption. On a theoretical level, our results reflect the view of followers of the integrative model of marketing communication.
*Address all correspondence to: youssoufamalum@yahoo.fr
1. Introduction
In 2016, Brown and Vergrat [1] in their work on consumption and well-being asserted that the transition to an economy that is in harmony with ecological limits is one of the world’s most important concerns. In the same sense and according to Capatina et al. [2], the transition to a sustainable lifestyle is essential to secure not only subsistence but also, and above all, the well-being and human development of future generations. These concerns concern several actors in the economic chain, mainly producers and consumers. Exchanges between these two economic agents must take into account human and environmental health considerations.
The production of organic products as well as its consumption represent an alternative that integrates concerns about economic sustainability [3]. However, the market for organic products remains narrow worldwide. Willer and Lernoud [4] point out that despite slight growth between 2010 and 2012, the global market for organic products only represents approximately $66.9. In its 2011 report, the Organic Trade Association estimated the share of organic products in the market in the United States at 4%. In Africa and more particularly in South Africa, Sandile and Debbie [5] believe that the market for organic products is weak and new.
Consumers of organic products are characterized by an advanced need for information both on the nutritional elements and on the countries of origin of these products [6]. As such, marketing communication becomes an important factor in the sustainability of organic product markets. Professional communication is even more essential because existing marketing communication is a source of confusion between organic and non-organic products [7].
The lack of appropriate communication is an important source of the low consumption of organic products [8]. The communication problem in the organic product market results from the gap in individual behavior [9]. Indeed, consumers generally have a positive attitude toward organic products, but the percentage of actual purchases is very low. The difficulty may arise from lax communication relating either to the content of the messages or to the chosen communication channel. It is in view of this gap that Sandile and Debbie [5] proposed creativity in marketing communication as a solution to the consumption barriers of organic products. Our study focuses on the communication difficulties that prevent the development of the organic product market in Cameroon. It is particularized by its research objective, which gives priority to supply unlike demand in previous research. The central research question is: how to use communication to develop the market for organic products?
In this section, we examine the theoretical framework of the research, the theoretical model of the research, and the main empirical results available.
2.1 Theoretical framework of the research
Communication theory is a little explored field in marketing. According to McCarthy [10], to communicate with consumers, companies use a combination of five instruments that constitute the communication mix: advertising, sales force, promotion, public relations, and direct marketing. The choice of each of the elements, and therefore of the combination between the elements, remains a subject of debate between theorists. According to Mladen [11], each communication mix has a specific form requirement and a different role in the overall marketing stimulation program. According to Kotler and Keller [12], advertising is the most visible manifestation of marketing communication. The sales force, because it involves a face-to-face relationship, is for Cant et al. [13] the most suitable instrument for companies that have a small customer portfolio.
Regarding the organic product market, Yadav and Pathak [14] believe that a good communication mix must highlight the benefits linked to the consumption of these products. Considering the particular benefits of organic products (benefits linked to the environment and consumer health), Sandile and Debbie [5] believe that only a mix of creative communication can effectively transform conventional consumption into organic consumption. Creative communication uses the digital channel more than the traditional channel and allows for the education of future consumers on the particularities of organic products. For Mhlophe [3], companies producing organic products must have a website that is much more informative than descriptive. They must also be very active on social networks because, for Naidoo and Ramatsetse [15], modern consumers use these spaces to discuss their lives.
2.2 Theoretical model of research
The classic theory of diffusion as presented by Rogers [16] considers that consumer behavior over time is a result of communication practices. The theory of planned behavior, which constitutes our theoretical research model, is the most used in the literature to understand the impact of communication on consumer behavior. The basic model of the theory comes from the work of Ajzen [17]. According to this author, intention occupies a central place in the genesis of all behavior, especially when it is planned behavior. An intention is considered to be a function of three parameters: attitude toward behavior, subjective norms, and perceived behavioral control. The main limit of this first conception is based on the intentional nature of all behavior. Thus, according to Emin [18], only internal variables are considered as immediate determinants of behavioral intention. The consideration of external variables in the model is carried out by Yadav and Pathak [14], who considerably improve the first model. The function of intention is considerably improved by taking into consideration three new variables: moral attitude, environmental considerations, and health awareness. If environmental considerations as well as health awareness are part of the specificities of organic products, the model of planned behavior as presented by Sandile and Debbie [5] integrates the barriers specific to the consumption of organic products. It constitutes an ideal framework for examining the effects of communication practices on the behavior of consumers of organic products. The model in question looks like Figure 1.
Figure 1.
The effects communication practices on the behavior of consumers of organic products. Source: Sandile and Debbie [5].
Intent here is considered the immediate determinant of purchasing behavior. It is the result of the following psycho-sociological parameters:
Attitude toward behavior reflects the degree of favorable or unfavorable evaluation of the behavior by an individual [17, 18, 19]. This variable represents the attractiveness of the behavior [18].
The social norm for Ajzen [17] refers to the perceived social pressures to perform or not perform a behavior. According to Yazdanpanah and Forouzani [20], this is the importance of social pressure on the adoption of organic or non-organic consumption behavior.
According to Ajzen [17], perceived behavioral control corresponds to the perceived ease or difficulty of performing a behavior. Among other things, it refers to the perception that a person has of the personal feasibility of the behavior concerned [18]. Tsakiridou et al. [21] associate perceived behavioral control with the difficulty that an individual may experience in an organic consumption process.
Health consciousness expresses shared health concerns that impact an individual’s daily activities [14].
Moral attitude is a favorable or unfavorable evaluation of behavior that arises from expected compliance with one’s moral principles [14].
Environmental concern reflects the degree of awareness of environmental problems and the efforts made to resolve them [14].
Intention designates a personal plan and a commitment to carry out an action and achieve a purchasing objective [22].
Creative communication on organic products reflects the communication innovations necessary to boost the consumption of organic products [5].
Based on this theoretical model, our research aims to explore the barriers to the consumption of organic products by favoring the point of view of companies. Before methodological considerations, we examine some empirical results.
2.3 The myth of communication on the consumption of organic products: what have we already verified?
The direct relationship between communication and the consumption of organic products is poorly explored empirically. More consistent are the works that indirectly examine purchasing intention and/or behavior and propose actions to companies in terms of marketing communication.
In their work on Australian companies, Sultan et al. [9] using the partial least square method conclude that communication sources controlled by producers of organic products positively influence the effectiveness of marketing communication. The same is true of the value perceived by the consumer of organic products. On the other hand, uncontrolled communication sources still retain a positive but not significant influence on the effectiveness of marketing communication on organic products.
Sultan and Person [23] grouped the parameters explaining the functioning of the market for organic products exploitable in communication into four classes: demographic factors, marketing mix variables, product attributes, and consumer values and attitudes. Regarding demographic factors, Padel and Foster [24] find that rich families, small families (very few members), and women are favorable to the consumption of organic products. Regarding the marketing mix, the price, availability, and appearance of organic products are the factors most cited as barriers to consumption [9].
In China, Anufrieva [25] demonstrates that the most important factor for consumers of organic products is the internal benefit of consumption (health, taste, safety, beauty). Yadav and Pathak [14] have also demonstrated the considerable influence of health concerns on the consumption of organic products in the Indian market. External considerations linked to the environment play a secondary role. Sandile and Debbie [5] also highlighted a limited influence of environmental concerns on the intention to purchase organic products.
The basic idea of the previous work is based on the observation that consumers express a positive attitude toward organic products, which is transformed very weakly or irregularly into purchasing operations. Good communication should make it possible to bridge this behavioral gap. Our study examines the relationship between communication and the consumption of organic products by favoring the supply points of view. We formulate the following research proposals: Proposition 1—the engagement of Cameroonian companies in communication activities on organic products remains weak. Proposition 2—the communication channels on organic products used by Cameroonian companies are inadequate.
We unfold in the lines that follow the methodology used.
2.4 Methodological choices and justification
The methodology is built around epistemological orientation, data collection, and analysis.
2.5 Epistemological orientation
A qualitative approach in an interpretative posture is used in the context of this work. Two arguments justify this choice. First, we have the density of information that must be taken into account [26] in order to understand the meaning that SME managers give to communication on organic products. Secondly, we note the interest given to the development of organic consumption by managers.
The empirical study is carried out on a small sample size without any desire for representativeness in the statistical sense, but it gives priority to the relevance of the structure of the population studied [27]. With this in mind, we not only explored the main economic centers of Cameroon but also ensured that the sectors concerned with organic products were represented.
In the same vein as Nkomo and Cox [28] and Sanchez and Brock [29] qualitative methods that favor the understanding of phenomena are in contrast with quantitative techniques oriented toward generalization, essentially focused on facts and numbers. This choice is also justified by the particularity of our study, which consists of not only understanding the issue of communication on organic products in a developing country but also the link to the consumption of said products. The object of the study, that is to say the managers of SMEs, is individual and the phenomenon essentially social.
2.6 Sampling and data collection
Companies in our database must have a maximum of 50 employees and a minimum of five employees (see definition of SME according to the Ministry of Small and Medium Enterprises, Social Economy and Crafts of Cameroon). Regarding the communication policy on organic products, it must be non-existent or irregular. A non-probabilistic method using the snowball technique was used. The snowball method requires, according to Robinson [30], that initial contact be established between the investigator and the population studied. This method is suitable according to Venter et al. [31] to obtain information on little-explored subjects such as the consumption of organic products, so the population is difficult to determine. We first used family and professional contacts to determine the base population. Then, during discussions with the base population, we requested useful contacts for eligible SMEs. This practice allows us to maintain the continuity of the information chain essential for the snowball method.
We held semi-structured interviews with managers of 13 SMEs (in total 29 interviews) selected because this technique allows dual communication and the mobilization of deep information. This is why Hancock et al. [32] designed semi-structured interviews as a discussion between the researcher and the population studied on a closed question as well as on answers to the said question.
We carried out 29 interviews with an average duration of 45 minutes each. Three main phases comprised the data collection:
Phase 1: we sent the interview guide to potential participants 5 weeks before for an initial introduction.
Phase 2 consisted of interviews, the guide of which is presented in the appendix, with an average duration of 45 minutes each. To allow concentration on the study, we agreed with the participants that the work would be done in a closed environment.
This is how the interviews took place in closed offices. These exchanges resulted in recordings on a memory card using a telephone. This way we avoided wasting time linked to taking manual notes and the distortions that could result. At the end of the exchanges, we took the time to have the interviewee listen to the audio to eliminate any inconsistencies.
Phase 3 occurred after data analysis. We asked the interviewees to read the interpretations we made of their statements. We thus sought to create new framings for poorly used verbatims.
2.7 Data analysis
It was carried out using the thematic content analysis method, which allowed us to divide the raw information into themes and according to the importance of these themes. This practice allowed us to focus more on the meaning of the information collected and interpretations of stakeholders on the communication practices of SMEs than on the frequency of appearance of themes. The data was transcribed into an Excel file. The qualitative analysis software NVIVO in version 12 served as an instrument for coding the data and grouping them into themes.
The content analysis of semi-structured interviews with managers of SMEs in Cameroon gave interesting results, which we have group into two groups.
3.1 Educational communication on organic products
A problem of general consumer education is highlighted by the leaders of SMEs in Cameroon as a preferred area of communication on organic products. Indeed, Cameroonian consumers know neither the benefits of consuming organic products nor the organic products themselves. The following statements illustrate this observation: “… in reality, consumers do not even know why they should buy and consume organic products…”; “…many consumers buy organic products not out of conviction but simply because the opportunity is given to them…”. For Rogers [16], the degree to which consumers request a product is a function of the knowledge that the communication broadcasts to the public. Good knowledge of organic products is positively related to purchase intention according to Teng and Wang [33]. Cameroonian SME leaders emphasize the importance of diversified use of communication instruments to facilitate learning.
3.1.1 Advertising based on proximity and facilitated by technological developments
According to Rogers [16], advertising is the most appropriate means for widely disseminating the benefits of organic products within a population. It can be done through numerous supports, and a combination of supports is desired. According to the leaders of SMEs in Cameroon, television as a medium and/or the press is of low effectiveness because there is standardization and rigidity of the message content. Managers present radio as a relevant medium for advertising organic products. Indeed, technological developments have facilitated the creation of numerous radio stations in Cameroon. This is an opportunity according to the managers interviewed because not only is the cost of advertising space relatively low, but also these stations can use local languages to transmit the message and thereby improve broadcasting. Also, automobile or even motorized advertising campaigns are of substantial use because they ensure flexibility in the content of the message and above all spatial and temporal mobility never before experienced. Local advertising is likely to raise the consumption of organic products as a social norm that Sandile and Debbie [5] present in our theoretical research model as an immediate determinant of purchasing intention.
3.1.2 Promotion at the point of sale augmented by a specific reference for organic products
One of the major problems in the organic product market, according to SME managers, is the inability of consumers to clearly and easily distinguish organic products from conventional products. Numerous statements illustrate this phenomenon: “we must help customers distinguish organic products from other products”; “if the consumer is certain that the product offered to him is good for his health, he will buy more easily”; “nowadays the risk of the customer confusing an organic product with other products remains high because the differences are subtle.” Promotional campaigns at the point of sale must not only promote the first purchase but above all be ways to facilitate product discernment. For SME managers, a significant effort must be made to label organic products in a way that is particularly different from other products. In addition, a brief but precise description must appear on the packaging of organic products. A specific layout of the point of sale is useful and must be based on spaces specific to organic products. “Serious work needs to be done at the point of sale to separate organic products from other products.” In addition, these specific spaces must be stocked with information stations for consumers.
3.1.3 Mobile to communicate directly with consumers of organic products
The current market for organic products in Cameroon is characterized by the existence of intermediaries between companies and real consumers in many cases. For consumer products, purchases are made indirectly by a third person who may be a housewife or any member of the family. This phenomenon is, according to the leaders of SMEs in Cameroon, responsible for an ineffectiveness of communication activities at the point of sale (those who consume organic products are rarely found in stores. As buyers are different from consumers, communication practices at the point of sale experience a discontinuity). For managers, intermediaries do not transmit messages or transmit distorted messages to real consumers. Transmission turns out to be delicate because the messages relate to health and environmental considerations that housewives have little control over. Priority should be given to mobile communication techniques that remove the barrier of intermediaries. “We cannot ensure good dissemination of the benefits of consuming organic products without using mobile messages which also reach the real target.”
3.1.4 Classic and mobile website and social networks: common tools with limited perspectives
The managers of SMEs in Cameroon use both websites and social networks in their communication strategy on organic products for five of the company managers interviewed. However, they observe that the number of leads with consumers of organic products remains low. They explain this observation by the abundance of information online as well as and above all by consumers’ doubts about the credibility of the information available online. “Online, consumers are atomized by information that is often difficult to verify.” To purchase and consume a product for its health and environmental specificities, consumers need reliable information, and SME managers think that online communication is useful but insufficient. “The website and other online communication channels must be well monitored to trace and personally contact visitors,” declares the marketing manager of company number 3. According to Mhlophe [3], advertising on websites contributes to raising consumer awareness of organic products. In view of the fact that more and more consumers are present online, websites represent important levers in consumer education in order to consolidate subjective standards. In the same sense and according to Naidoo and Ramatsetse [15], social networks such as Facebook and Twitter are spaces of privilege where consumers discuss their lives and their consumption choices.
However, the efforts of SMEs in Cameroon in terms of communication on organic products remain weak.
3.2 Limited communication commitment from SMEs
Eight SMEs in our sample, according to the declarations of their managers, do not practice any communication on the specificities of organic products. This behavior is explained according to managers by the neglect of health and environmental priorities in the production and marketing process of SMEs. Health and environmental benefits are the main advantages of organic products compared to conventional products [34]. Julia and Anetta [35] demonstrated in the Polish organic product market that raising awareness that highlights environmental and health aspects increases the probability of transforming a prospect into a customer. Managers of SMEs in Cameroon underline the difficulty they may have in convincing a consumer by highlighting health and environmental considerations when they are not an integral part of the strategy of the said companies.
The analysis of the declarations of SME managers shows a macroeconomic effect because the isolated commitment of a company to integrate health and environmental considerations is insufficient to get communication off the ground. It is important that this be the priority of many or even the majority of companies to hope for a sufficient psychological effect among consumers. According to managers, the behavior of Cameroonian SMEs constitutes a social norm for consumers. This is an element to add to the perceived social norms of the basic model of Ajzen [17] underlying the behavioral intention for the future consumer of organic products. This result emphasizes the necessary coordination and orientation of business activities in Cameroon. The activity of business collaboration institutions such as the Groupement Inter patronale du Cameroun (GICAM) must be strengthened. It must be oriented toward coordination with an emphasis on health and environmental considerations. It must subsequently be supported by government support through the ministries of small and medium-sized enterprises, the social economy and crafts, the ministry of commerce, and many others.
Our analysis highlights a positive attitude of managers of SMEs in Cameroon. Even if they do not communicate about organic products, they say that it is important even from an economic point of view because the potential market is large. The importance of the organic product market was already highlighted by Bonti-Ankomah and Yiridoe [36] in North America and Western Europe. This positive attitude associated with the ineffectiveness of communication is similar to the “behavior gap” that Sandile and Debbie [5] demonstrate among consumers. A positive attitude of businesses combined with that of consumers also suggests a significant potential market that could make investments made in communication profitable.
The cost of communication was mentioned by six SME managers as a barrier to communication practices. They particularly highlight media advertising costs and sales force costs. These expenses, according to the managers, do not give rise to budgeting and are consequently borne by the company’s current results. Communication via these traditional channels is presented by Luxing and Shengyi [37] as unsuitable for organic products. If the cost of media advertising is recognized as high by these authors, they also mention that promotion, the work of the sales force, is out of step with the high-end positioning of organic products. Managers of SMEs in Cameroon will therefore benefit from using innovative communication techniques that not only are less expensive but also increase the probability of reaching the target. This is essentially digital communication, which, according to Sandile and Debbie [5], can also be creative and induce the development of the market for organic products. Luxing and Shengyi [37] for their part speak of micro-communication because not only does it make it possible to personally touch the future consumer, but also its deployment is made easy by the contacts provided by social networks.
This work examines the issues and challenges of communication in the organic product market. It has the particularity of giving privileges to the perception of managers of SMEs in Cameroon. By emphasizing the density of information that must be taken into account [26] and giving priority to the relevance of the structure of the population studied [27], interviews were carried out with the managers of VSEs. The content analysis method was used, and two main results resulted. Firstly, communication initiatives on organic products are limited on the Cameroonian market because SME managers set the prerequisite for exemplary entrepreneurial behavior. In the same sense, SME managers find that the direct costs of communication are dissuasive. Secondly, the efforts already launched have a limited impact on the potential market for organic products because of the existence of intermediaries between consumers of organic products and companies. The interest of this study is on two levels: firstly, to facilitate communication on a practical level, the urgent need for training of sales agents on the specificities of organic products is highlighted. In addition to this training, organic products must be well labeled and medically certified. In the same sense, good training for SME managers on the opportunities offered by the integration of health and environmental priorities in the production and marketing process is essential. On a theoretical level, this work validates the integrative model of marketing communication [38]. This model recommends the simultaneous use of several communication mix techniques. Thus, communication efforts on organic products by SMEs at the point of sale must be combined with a specific sales force and well-structured media communication to compensate for the existence of intermediaries between companies and consumers of organic products.
The development of the organic product market remains a challenge both for the Cameroonian government as well as for the structures coordinating business activity.
Our research is limited on several levels. First of all, on a methodological level, it seems that the production and commercialization of organic products does not impact the sectors of activity to the same degree. Taking into account sectorial differences can help improve results. Then, the standardization of commercial policies in terms of communication of the companies studied makes it difficult to analyze the specific implications on organic products (Tables 1 and 2).
We are currently carrying out a study on the communication and consumption of organic products in Cameroon. More precisely, we want to understand the influence of communication on the consumption behavior of organic products. We thank you for agreeing to participate and we guarantee confidentiality in the processing of the information collected.
Second phase: management of communication on organic products by SMEs
What can we learn about the organization of communication on organic products in your company?
What do you think prevents the communication developed on organic products from transforming prospects into real customers?
Third phase: general opinion
We thank you very much. Before parting, we would like to have your general opinion on the communication practices on organic products in your company.
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Written By
Gnignindikoup Issofa
Submitted: 28 December 2023Reviewed: 31 December 2023Published: 14 May 2024
Open access peer-reviewed chapter - ONLINE FIRST
