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EU organic logo and its perception by consumers

Zander, Katrin; Padel, Susanne and Zanoli, Raffaele (2015) EU organic logo and its perception by consumers. British Food Journal, 117 (5), pp. 1506-1526.

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– With the introduction of the mandatory European Union (EU) organic logo for all organic food products in 2010, the European Commission aimed at fostering the internal organic food market. This needs consumers’ knowledge of the logo. According to earlier research consumers’ knowledge of the EU organic logo is low. Thus, the purpose of this paper is to elicit consumers’ attitudes towards organic certification and labelling and to develop recommendations on how to improve consumers’ knowledge of the EU organic logo.
– By means of an online survey with 3,000 participants in six European countries, knowledge of the logo and attitudes towards organic farming and European labelling, as well as organic food purchase behaviour and socio-demographic indicators were elicited. Factor and cluster analysis based on several statements on the test persons’ attitudes towards organic farming and corresponding EU legislation were conducted in order to segment consumers.
– The results indicate that knowledge of the logo is low. Only about 15 per cent of all respondents knew its meaning. Four clusters of consumers could be identified: “Committed organics”, “Pragmatic organics”, “Organic sceptics” and Organic disinterested’. With reference to the EU organic legislation’s aim of promoting the organic market, particularly “Organic sceptics” should be addressed by emphasising the trustworthiness of the organic certification and labelling system.
– Segmenting consumers according to their attitude towards organic farming, its labelling and certification allows for targeted and efficient communication and organic market development.

EPrint Type:Journal paper
Agrovoc keywords:
EnglishConsumer behaviourhttp://aims.fao.org/aos/agrovoc/c_1821
EnglishOrganic agriculturehttp://aims.fao.org/aos/agrovoc/c_15911
Subjects: Food systems > Markets and trade
Values, standards and certification > Consumer issues
Values, standards and certification > Regulation
Research affiliation: Germany > Federal Research Institute for Rural Areas, Forestry and Fisheries - VTI
Italy > Univ. Politecnica delle Marche (prev. Univ. Ancona)
UK > Organic Research Centre (ORC) - Elm Farm
Related Links:http://ec.europa.eu/agriculture/evaluation/market-and-income-reports/organic-farming-2013_en.htm
Deposited By: Padel, Dr Susanne
ID Code:28710
Deposited On:26 Apr 2015 12:03
Last Modified:31 May 2015 13:32
Document Language:English
Refereed:Peer-reviewed and accepted
Additional Publishing Information:The survey carried out as was part of the 2013 evaluation of the organic regulation on behalf of the European Commission.

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