STRENGTHENING THE BRIDGE BETWEEN CONSUMERS AND THEIR ORGANIC FOOD CHOICES

Summary

Over the last 50 years the organic food movement has developed into the most visible brand for a healthier and more environmentally sustainable food system. However, organic products need to be a more viable option for consumers if they are to achieve their full potential. After reviewing key research on why consumers purchase organic products, including results from a recent study in Australia (N=1011), the paper concludes that the key challenge is to convince consumers of their superior ‘value’ – where enhanced health and environmental credentials overcome its higher price.