Who are organic food consumers? A compilation and review of why people purchase organic food

Renée Shaw Hughner, Pierre Mcdonagh, Andrea Prothero, Clifford J. Shultz, Julie Stanton

Research output: Contribution to journalArticlepeer-review

Abstract

This paper integrates and synthesizes the findings of published research on organic food consumption. We identify several themes that reflect the various rationales used by consumers when deciding to purchase organic food. The literature clearly indicates that the word "organic" has many meanings, that consumers of organic foods are not homogeneous in demographics or in beliefs, and that further research could help better describe the various constituencies that are often lumped together as "organic food consumers". The organic and broader food industries must better understand the variety of motivations, perceptions, and attitudes consumers hold regarding organic foods and their consumption if their own long-term interests, as well as those of other stakeholders of food marketing, are to be best served. We conclude with implications and suggestions for further research.
Original languageEnglish
Pages (from-to)94-110
Number of pages16
JournalJournal of Consumer Behaviour
Volume6
Issue number2-3
DOIs
Publication statusPublished - 1 Mar 2007

Keywords

  • Sustainability
  • Organic Consumers

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

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