STRENGTHENING THE BRIDGE BETWEEN CONSUMERS AND THEIR ORGANIC FOOD CHOICES

Summary in the original language of the document

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.