“…However, attitudes to production have evolved in a dialogue between producers and consumers, leading to developments in the perceptions of both parties (Lassen & Korzen, 2009). The non-sensory attributes of food products -in addition to their sensed qualities such as taste and texture -are important to organic consumers (Hjelmar, 2011;Magnusson, Arvola, Hursti, Åberg, & Sjödén, 2003); and among these non-sensory qualities personal health benefits are now considered to play the most important role in consumers' decisions to opt for organic (Hansen, Sørensen, & Eriksen, 2018;Apaolaza, Hartmann, D'Souza, & López, 2018;Rana & Paul, 2017;Honkanen, Verplanken, & Olsen, 2006). Studies have found that consumers who prefer organic food often describe both health and environmental concerns as motives behind their choice, but there is also some evidence that an expectation of health gains is the factor most likely to push consumers from a mere preference for organic products to actual purchases of them, overcoming the fact that organic produce is generally more expensive than the conventionally produced alternatives (Denver & Christensen, 2015).…”