Agriculture Reference
In-Depth Information
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more likely to buy organic foods, as well as the age groups 18-29 and 40-49.
Likewise education was a complicating factor: apparently college-educated
consumers seemed more likely to buy organic food, but those with graduate
degrees were less likely. Additionally, it is important to consider store choice
as an indicator of organic purchase likelihood, since there is variation in
where organic products are available. A more recent survey shows that
people ages 18-24 and 35-49 are most likely to buy organic products, and
20 percent of consumers in the northeastern United States buy organic
products every time they shop (Gardyn 2002). Organic purchases were
motivated by health concerns and the idea that “organic food is healthier
for me and my family” more than environmental concerns. Another poll
indicates that over half of shoppers are more likely to buy food labeled
organic, with women having particularly positive opinions about organic
foods (ABCNews.com 2001).
Overall, demographically diverse people are motivated to buy organic
food for various reasons. Age may influence their memories of time in
the countryside, or their education may teach them about soil qualities,
or their income may influence them to spend their dollars carefully, or
parental concern may cause them to scrutinize their children's food, so they
intentionally purchase organic food.
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A study conducted in Britain looked at the key reasons for growth in con-
sumer demand for organic food in that country (Ilbery et al. 1999). First, it
was promoted as environmentally friendly, and people saw it as a solution
to the social and environmental problems of industrial agriculture. Second,
consumers turned to organic foods because of food scares such as mad
cow disease and concerns over genetically modified organisms (GMOs).
Third, consumers were becoming less accepting of mass-produced food
and inhumane treatment of animals in industrial production. Fourth, a
lifestyle choice, perhaps related to socioeconomic status, influenced con-
sumer purchases of organic food. Finally, organic farming was becoming
more accepted within rural areas and among farmers themselves (at least
in the UK), and this may remove some of the social risk previously asso-
ciated with producing and consuming organic food. A related issue is that
regional identity can influence consumers' decisions to purchase specialty
food products made in their local area (Ilbery and Kneafsey 1999)
In many European Union countries, livestock products are among the
top organic products purchased (Hermansen 2003). There is both increasing
