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Who are organic food consumers? A compilation and review of why people purchase organic food
Author(s) -
Hughner Renée Shaw,
McDonagh Pierre,
Prothero Andrea,
Shultz Clifford J.,
Stanton Julie
Publication year - 2007
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.210
Subject(s) - variety (cybernetics) , demographics , marketing , consumption (sociology) , homogeneous , perception , business , food consumption , food products , food systems , psychology , advertising , sociology , economics , food science , agricultural economics , agriculture , geography , food security , computer science , social science , demography , archaeology , artificial intelligence , neuroscience , thermodynamics , chemistry , physics
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. Copyright © 2007 John Wiley & Sons, Ltd.