Attitudes on price have big impact of the purchase of organic food: report (2/6/2008)

Independent attitudes such as cost have the biggest impact on why consumers opt for organic fruit and vegetables, according to a new University of Melbourne report.

The report, titled 'An investigation of consumer motivations towards organic food purchases in Australia', lists health consciousness, environmental concerns, knowledge of organic products, availability, convenience and price as all factors that can affect consumer choice.

Dr Angela Paladino from the University of Melbourne's Department of Management and Marketing, prepared the report with honors student Samantha Smith. Dr Paladino says the report highlights just how many factors are considered by shoppers when purchasing organic food. "While many respondents indicated they had a positive attitude towards purchase organic products, they were sometimes unwilling or unable to purchase in accordance with their attitudes.

"Chief among these factors is the consideration of price, with many respondents indicating that they felt organic food was still too expensive."

Of the other factors, health consciousness was found to be one of the significant reasons consumers did purchase, or intended to purchase, organic products. "Those surveyed indicated that where personal health was of a higher priority, they were more likely to consider the purchase of organic food," says Samantha Smith.

In total, one hundred and fifty seven consumers aged between 19 and 30 were surveyed for the report.

While many of those surveyed did indicate a positive attitude toward organic food, Dr Paladino says food marketers have problems in raising awareness of organic products. "Fundamentally, organic food marketers need to reduce consumer confusion towards their product, for example, having just one logo for such produce, and not the several we currently have.

"This will help build a unified industry and enhance consumer perceptions of organic food," agrees Smith.

Attention Journalists: Dr Angela Paladino is available from interview until 11am today, or after 4pm. Please contact David Scott (below) for a copy of the report summary.

Note: This story has been adapted from a news release issued by The University of Melbourne

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