Who’s buying organic food and why? Political consumerism, demographic characteristics and motivations of consumers in North Queensland
The organic food market is one of the fastest growing food sectors in Australia, with growth rates in the domestic retail market averaging 50% from 2008 from 2010 (Australian Organic Market Report, 2010). This paper focuses on identifying the demographic characteristics of organic food buyers,...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2013-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/549/923 |
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| Summary: | The organic food market is one of the fastest growing food
sectors in Australia, with growth rates in the domestic retail
market averaging 50% from 2008 from 2010 (Australian
Organic Market Report, 2010). This paper focuses on
identifying the demographic characteristics of organic food
buyers, the motivational factors that drive the purchase of
organic food and the role of political citizenship in food
choices. The paper found that the organic food buyer was
generally female and well educated, but age, income and
presence of children in the household were not distinguishing
traits. The study suggests the political consumerism is a
driving force for organic food consumption, which was
expressed in a distrust of corporations; lack of faith in
government; wider concerns over patterns of agricultural land
use within the context of sustainability and tendency to engage
in boycotts and sign petitions. Variables such as taste, product
freshness and animal-welfare were important motivating
factors. While consumers have enough knowledge to
distinguish between conventionally-grown food and
organically-grown foods, there are gaps in the consumer’s level
of knowledge about all the requirements for organic standards.
The findings provide valuable input into the literature on what
motivates organic consumption decisions. Implications for
marketing, educational campaigns and food labelling are
discussed. |
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| ISSN: | 2182-8466 |