Organic food prices and the consumer - review of the evidence

Summary

There is a lack of research on actual organic price knowledge and on how consumers deal with prices during information search and purchase decision at the point of sale. Further research into this can help market actors to strike the balance between price as a barrier and as a cue to quality perception. Research on consumers and organic food prices should increasingly differentiate between organic consumer segments, product categories, distribution channel and brands. Such research will guide market actors towards more targeted pricing strategies that can support further market growth.