Understanding consumers' attitudes and perceptions regarding organic food.

摘要

This research was designed to build knowledge about consumer interests in diverse organic food products using a range of research methods. Both qualitative and quantitative methods were employed in conducting the consumer research. Starting in February of 2002, five focus groups were held in both rural and urban areas of the northeastern U.S., followed by 27 one-to-one interviews with additional food shoppers. Following analysis of the qualitative data, a 13-page written survey was developed and mailed to 1,100 people between November 2003 and February 2004. Survey recipients were randomly selected using mailing lists from the town or city office of two rural and one urban community in the northeastern U.S. Thirty-eight percent of households with valid addresses responded. The following results reflect analysis of the written survey.; For all organic food buyers, the top three reasons for buying organic baby food, fruits and vegetables, grains, and miscellaneous foods were that they were more healthful, lacked chemicals, and were more natural. For dairy and meats, the top responses were similar, but included "is produced without added hormones" instead of "more natural." Frequent organic buyers tended to provide more reasons for buying organic foods, and more commonly gave reasons that were related to the process of production, rather than just the quality of the final product. Organic dairy and meat buying corresponded to the belief that animals are treated with more care on organic farms than on non-organic farms. Frequent organic buyers had the most knowledge about national organic standards, and non-organic buyers had the least knowledge, but the differences were not very large.; Respondents were more likely to state impact on the environment as more important to them when buying from an organic farm, compared to when buying from a small-scale farm. Slightly more importance was also placed on food safety as a reason to buy from an organic farm, compared to from a local or small-scale farm. In summary, organic food consumers in the rural and urban communities of this northeast U.S. sample have diverse interests and beliefs that motivate their organic food buying.