Understanding Consumer Interest in Organics: Production Values vs. Purchasing Behavior

Abstract

Extensive research exists on who does or might purchase organic food products, however little research has addressed either who values organic production methods when deciding what to eat, and correspondingly, who does not purchase organics regularly. This paper reports that values about organic farming often do not translate into corresponding stated preferences about organic food consumption behavior. The paradox is examined within the context of the consumers' sociodemographic characteristics as well as through opinions and preferences related to food in their lives.Results show that consumer claims of buying organics and placing importance on organic production systems when deciding what to eat are highly correlated (.472 at 1% significance level; p<. 001). Organic consumers, however, comprise only slightly more than one quarter (27%) of the highly enthusiastic proponents of organic production methods. Our results corroborate existing research that well-educated persons and those who are primary household shoppers purchase organics most frequently. Additionally, women and those who are older, have higher incomes, and are more liberal, as well as respondents who claim food production knowledge also tend to buy organic food regularly.Regression and factor analysis show that those who value organic production systems when deciding what to eat may be ranked in the following order: the religiously observant, older and female respondents, persons of color, and those who claim food production knowledge. Results show that many of these organic system proponents are under-represented as buyers, in particular: the religiously observant, those for whom food plays an integral role in their lives, the less educated, and lower income and older respondents.More attention should be directed to people who value organic production systems yet do not purchase organics. This will enhance understanding of the transaction barriers that impede consumer participation in the organic market. How this population values organic production systems also has implications for the development of public policy related to sustainable and organic agriculture.

Consumer Choices and Motives for Eco-Labeled Products in China: An Empirical Analysis Based on the Choice Experiment

“…For those less educated sample, the results are equally controversial [51,52]. Since green or organic products always have a higher price, buyers of these products tend to be people with high earnings, which is consistent with previous studies regardless of the sample representation [19,35,37,47,53]. In China, older people generally have lower levels of education.…”

Does education increase pro-environmental behavior? Evidence from Europe

“…For example, Blend and Van Ravenswaay (1999) find that higher levels of education increase the probability that a consumer would purchase eco-labeled apples. Several others find that education is associated with a higher probability of purchasing organics (Bellows et al, 2008;Monier et al, 2009;Zepeda and Li, 2007). Some studies have found that higher education levels are correlated with water saving behaviors (Berk et al, 1993;Gilg and Barr).…”

Business transformation towards sustainability

“…Even those customers, who say they care about sustainability, do not necessarily reflect their attitude in their purchasing habit (Bonini and Oppenheim 2008;Bellows et al 2008;Fisher 1993;Pickett-Baker and Ozaki 2008). As a consequence, sustainable practices may directly and negatively affect profitability, and organizations may refrain from diving into adopting sustainable practices.…”