Consumer Buying Behaviour of Organic Food

Consumer Buying Behaviour of Organic Food

[Name of the Author]

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION3

1.1 Brief overview of the research3

1.2 Background information4

1.3 Context of the research5

1.4 Aim, Objectives & Research Questions6

1.4.1 Aim6

1.4.1 Objectives6

1.4.2 Research Question6

1.5 Rationale for research6

1.6 Structure of the dissertation7

CHAPTER 2: LITERATURE REVIEW8

2.1 Consumer behaviour towards organic food9

2.1.1 Values, beliefs, and attitudes and their relation to behaviour9

2.1.2 Personal values that motivate organic food choice10

2.1.3 Beliefs and perceptions about organic food11

2.1.4 Attitudes towards organic food12

2.2 A summary of factors involved in organic food choice12

CHAPTER 3: METHODOLOGY15

3.1 Introduction15

3.2 Research Technique: Qualitative Or Quantitative15

3.3 Case Study16

3.4 Data Collection17

3.5 Ethical Consideration17

3.6 Reliability & Validity18

References19

Appendix27

CHAPTER 1: INTRODUCTION

1.1 Brief overview of the research

A few years ago, organic food was typically found in local farmer markets and fresh food stores but now it can be found in almost all major supermarkets. The food that is independently certified to have been grown without chemicals is called organic food (Datamonitor, 2004). Most popular organic food categories in United Kingdom are the fruits, vegetables, beverages, breads & grains, prepared/packaged foods, dairy, snack foods, condiments, meat, fish and poultry. There are several newspaper and magazine articles, consumer reports and consumer forums that outline the benefits of organic food for both consumers and producers. Research suggests that organic food is perceived to be healthy, nutritious, superior in taste and environmentally sustainable. Organic food, by definition, is free of harmful chemicals and synthetic fertilizers. Some harmful chemicals used in food production have been indirectly related to many diseases and medical ailments, such as cancer and various organ dysfunctions.

It has been also found that organic food production increases farm productivity in the long run. Organic food production enhances biodiversity through the usage of animal manure and crop rotation. Crop rotation increases soil fertility, whereas, animal manure is an excellent natural fertilizer for plants. Petroleum-based fertilizers and synthetic chemicals used as pesticides and insecticides in the conventional agriculture can deteriorate soil quality and productivity over the years. In addition, these fertilizers and chemicals pollute the groundwater resources and local ecosystem. Organic farming incorporates natural farm practices, which causes negligible environmental damage.

1.2 Background information

Organic agriculture or organic farming is the term often used to describe the production of foods and other plant products that does not use synthetic chemicals such as fertilizers and pesticides , or of genetically modified organisms , and generally adheres to the principles of sustainable agriculture.

There is no doubt that health is the main concern of all human beings and food is an integral part of good health. The production and sale of organic food come to respond to consumers and the increasing attention paid to food. The ingestion of unnecessary chemicals, farm products and livestock are harmful to health and the environment deteriorates. We could say that organic food and biological food are those foods and beverages produced without chemical utilization at all stages of its development. Currently, consumers are assured that natural foods they buy are really organic and healthy to buy organic if ...