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.

Who are organic food consumers? A compilation and review of why people purchase organic food

– A lot of literature is available that discusses personal determinants of organic food consumption. However different models and determinants are used in the literature. This paper aims to provide an overview, within a framework linking Schwartz' values theory and the theory of planned behaviour (TPB). Also it seeks to focus on the importance of affective attitude, emotions, personal norm, involvement and uncertainty related to organic food consumption., – The paper is based on secondary data sources, namely the literature concerning personal determinants of organic food consumption., – Both the values theory and the theory of planned behaviour have been referred to as relevant theories for better understanding consumers' choice for organic food. Organic food consumption decisions can be explained by relating attributes of organic food with more abstract values such as “security”, “hedonism”, “universalism”, “benevolence”, “stimulation”, “self‐direction” and “conformity”. Appealing to these values can positively influence attitudes towards organic food consumption. Besides attitude, subjective and personal norm and (perceived) behavioural control influence consumption of organic food., – More research related to the role of uncertainty (reduction) during the process of buying organic food is recommended., – Relatively little research has examined the affective component of attitude and emotions in relation to organic food consumption, while these may play an important role as drivers of involvement and thus help to jolt food purchasers out of their routine of buying conventional food and set a first step to adopt organic food., – To the authors' knowledge, this is the first paper providing a comprehensive overview and linking the literature on organic food consumption to the values theory and the theory of planned behaviour, including the role of personal norm and focusing on emotions. The proposed integration of mental processing in an organic food consumption model leads to interesting hypotheses and recommendations for policy makers, researchers and stakeholders involved in the organic food market.

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Personal determinants of organic food consumption: a review

Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos

Purpose – Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor slowing down growth. This paper aims to focus on the factors influencing objective and subjective knowledge with regard to organic food production and the relationship between both types of knowledge and consumer attitudes and motivations towards organic food and its consumption.Design/methodology/approach – A literature review is presented, relating to the impact of knowledge on behaviour in general and, more specifically, on organic food consumption. Several hypotheses are formulated concerning the relationship between objective and subjective knowledge, attitudes and organic food consumption and these are tested on organic vegetable consumption in Flanders (Belgium). Multiple regression models, a probit model and an analysis of variance are applied to a sample of 529 completed questionnaires (response rate=44 per ce...

The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food

Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food

This paper explores consumer understanding and perception of organic food, with specific reference to the relatively new concept of organic farmed salmon. Key themes associated with the term “organic” and its meaning, as determined by consumers, are explored and the role of labelling and regulatory authorities considered. Focus groups in five countries (UK, Germany, Spain, Norway and France) consisting of 196 participants showed that most consumers are confused about the meaning of the term organic and are largely unaware of the organic certification and labelling process. Many consumers were unsure, even sceptical about the concept of organic farmed salmon and display a large amount of distrust in the regulatory process. The implications for the concept of organic food and salmon production and directions for further research are discussed.

The European consumers’ understanding and perceptions of the “organic” food regime: The case of aquaculture

Relationships between the Food Expectancy Questionnaire (FEQ) and the Food Frequency Questionnaire (FFQ).

Rising consumer concern over intensive food production issues has resulted in an increase in demand for organic alternatives to a wide variety of foods including fruit and vegetables, meat and poultry. More r ecently, there has also been considerable interest in the marketing of more environmentally-friendly supplies of fish, including those from farmed production systems. 'Organic' salmon has featured in the forefront of this market innovation, although it is arguably more problematic to apply traditional organic principles to salmon production. The term 'organic salmon' contains at least three different components - animal welfare, chemical use and sustainability, the most controversial issue being animal welfare. Of fundamental importance is the extent to which this term can usefully be applied to salmon and, more importantly the extent to which consumers perceive animal welfare to be an important issue in salmon farming. This paper reports on some results based upon consumer focus groups in 5 countries (France, Germany, Norway, Spain and UK) and considers a number of issues relating to fish welfare and organic salmon production more generally. As the food market continues its seemingly relentless march to greener pastures it is suggested that this study may help identify some implications for future aquatic food product development decisions.

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Jane Bunting

Papers

The European consumers’ understanding and perceptions of the “organic” food regime: The case of aquaculture

Relationships between the Food Expectancy Questionnaire (FEQ) and the Food Frequency Questionnaire (FFQ).

The European Consumers’ Understanding and Perceptions of Organic Salmon Production