“…Previous research showed that individuals evaluate organic agriculture as quite positive (Magnusson, Arvola, Koivisto Hursti, Åberg, & Sjödén, 2001;Saba & Messina, 2003). They perceive organic food to be of higher quality (Kahl et al, 2012;Pearson, Henryks, & Jones, 2011;Saba & Messina, 2003), to taste better (Grankvist & Biel, 2001;Hay, 1989;Roitner-Schobesberger, Darnhofer, Somsook, & Vogl, 2008;Schifferstein & Ophuis, 1998), to be healthier (Hay, 1989;Petrescu et al, 2013;Roitner-Schobesberger, et al, 2008), and more nutritious compared to conventional food products (Hay, 1989) and to be better for the environment (Grankvist & Biel, 2007;Roitner-Schobesberger, et al, 2008) and animal welfare. With respect to Dutch individuals, research showed that organic products were associated with animal welfare, price, health, pesticides, and naturalness.…”