African Journal of Agricultural Economics and Rural Development

African Journal of Agricultural Economics and Rural Development ISSN: 2375-0693 Vol. 4 (6), pp. 428-437, June, 2016. © International Scholars Journals

Review

Perception of consumers towards organic food: A review

Xia Tong Cheng

Faculty of Silviculture Vietnam Forestry University XuanMai Town, Chuong My District, Ha Noi, Viet Nam. E-mail: [email protected]

Accepted 18 March, 2016

Abstract

The demand for organic food has been rapidly increasing worldwide, because of an improvement in the awareness of environmental problems, and health concerns. Although the demand for organic food is increasing, the popularity of organic food is not widespread and the perception of organic food varies in the wide public. This review shows that in Australia and other countries, there have been variation in people’s understanding of organic agriculture and organic food, and differences in consumers’ attitudes, motivations and behaviours within consumer groups and in different places, although there have been basic similarities. Consumers’ perceptions have probably changed over time. A large proportion of consumers have been identified as having an understanding of organic food as being grown without chemicals, but the level of knowledge has been variable. ‘Health benefits’ was the first and primary reason for purchasing organic food, while ‘high price’ was the key deterrent to purchasing organic food. There have been various and even opposite findings related to the relationships between organic food consumption and personal elements such as age, gender, income, education, household with children and household size. In some countries, there was no link or minimal link, but several links was found in others. Although most consumers exhibited positive attitudes towards organic products and expressed their purchase intentions, the level of their trust in organic labels and certifications are very important factors influencing purchasers’ decision of buying organic food.

Key words: Organic food, consumers‟ perceptions, Australia.