British Food Journal

Consumer Attitudes to Organic Foods

B. Beharrell J.H. MacFie
Article information:
To cite this document:
B. Beharrell J.H. MacFie, (1991),"Consumer Attitudes to Organic Foods", British Food Journal, Vol. 93 Iss 2 pp. 25 - 30
Permanent link to this document:
http://dx.doi.org/10.1108/00070709110002706
Downloaded on: 22 January 2015, At: 19:48 (PT)
References: this document contains references to 0 other documents.
To copy this document: permissions@emeraldinsight.com
The fulltext of this document has been downloaded 1874 times since 2006*
Users who downloaded this article also downloaded:
Morven McEachern, Claire Seaman, Susanne Padel, Carolyn Foster, (2005),"Exploring the gap between attitudes and
behaviour: Understanding why consumers buy or do not buy organic food", British Food Journal, Vol. 107 Iss 8 pp. 606-625
http://dx.doi.org/10.1108/00070700510611002
Downloaded by MAHIDOL UNIVERSITY At 19:48 22 January 2015 (PT)

Gemma C. Harper, Aikaterini Makatouni, (2002),"Consumer perception of organic food production and farm animal welfare",
British Food Journal, Vol. 104 Iss 3/4/5 pp. 287-299 http://dx.doi.org/10.1108/00070700210425723
Raffaele Zanoli, Simona Naspetti, (2002),"Consumer motivations in the purchase of organic food: A means-end approach",
British Food Journal, Vol. 104 Iss 8 pp. 643-653 http://dx.doi.org/10.1108/00070700210425930

Access to this document was granted through an Emerald subscription provided by 540409 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please visit
www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of
more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online
products and additional customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication
Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

*Related content and download information correct at time of download.


T
he conflict between scientific evidence and
consumer perceptions concerning food
acceptability provides an interesting
paradox.
Consumer
Attitudes
Downloaded by MAHIDOL UNIVERSITY At 19:48 22 January 2015 (PT)
to Organic
Foods
B. Beharrell and J.H. MacFie
British Food Journal, Vol. 93 No. 2, 1991, pp. 25-30
© MCB University Press, 0007-070X
In recent years an increasing number of the UK population
has become health-conscious and concerned with the
preservation of the environment in which we live. This
concern is part of a widespread groundwell of anxiety
amongst consumers mainly in the developed world about
the quality of food we eat, both in terms of intrinsic factors
relating to food (e.g. chemical residues, nutritional status)
and broader environmental links with the farming system
which delineates organic farming methods. These
concerns appear to vary in intensity and ranking and do
not always appear to be soundly based on scientific
evidence, but more on the values and belief systems. This
apparent conflict between what is scientifically known and
what is perceived concerning food acceptability by
consumers provides an interesting paradox and difficulty
in writing objectively about an area dominated by
subjectivity.
The broad aim of this article is to review critically some
of the leading international contributions concerned with
organic farming system food products in the light of
consumer beliefs and attitudes, and more scientific
evidence. The basic guideline for this review is a broad
CONSUMER ATTITUDES TO ORGANIC FOODS 25
definition of food quality which closely affects food
acceptability as shown in Figure 1 (see Woodward[l]).
Definition of Organic Farming Methods
Basically organic farming refers to a particular farming
system which uses organic manures, a limited range of
plant-derived chemicals, no growth regulators, feed
additives, biocides or chemical sprays.
The USA's Department of Agriculture announced the
following generally applicable definition in 1981:
Organic farming is a production system which avoids or
largely excludes the use of synthetically compounded
fertilisers, pesticides, growth regulators and livestock feed
additives to the maximum extent feasible. Organic farming
systems rely on crop rotation, crop residues, off-farm organic
wastes, mechanical cultivation, mineral bearing rocks and
aspects of biological pest control to maintain soil productivity
and tilth to supply plant nutrients and to control insects,
weeds and other pests[2].
A Brief History of Organic Farming
In recent years a growing number of people have
developed adverse attitudes towards the use of artificial
chemicals in agriculture, a trend which is expected to
continue throughout the 1990s. As a result of these
attitudes, the demand for organically grown produce has
been increasing. Due to this environmental and health-
conscious trend, the Soil Association[3] want 20 per cent
of UK agricultural land to be farmed organically by the
year 2000. By comparison the percentage of land currently
under organic management is only approximately 1 per
cent of all cultivatible land[4], or about 0.1 per cent of the
total agricultural area. Patrick Holden, the Director of
British Organic Farmers and the Organic Growers
Association believes that achieving 20 per cent organic
farmland by the year 2000 is a feasible target, owing to
the profitability and demand for organic farming. He says
that since the start of 1989, consumer demand for organic
food has increased considerably[5]. Also, the Soil
Association, British Organic Farmers and the Organic
Growers Association estimate that converting 20 per cent
of UK agricultural land to organic production would help
to reduce current product surpluses. They estimate that
oilseed rape would decrease by 12 per cent, cereals by
6 per cent and meat and milk by approximately 4 per cent
each[6].
However, to make this 20 per cent organic farmland a
reality the support of the Government is needed and up
until recently this has not been forthcoming. Wookey[2]
pointed out that government support for organic farming
in the USA and some other countries in Europe, such as
Germany, Holland and Switzerland, along with Denmark
and Italy, is much greater than that in the UK, although
this situation does seem to be changing. On 15 January
 26 BRITISH FOOD JOURNAL 93,2
Downloaded by MAHIDOL UNIVERSITY At 19:48 22 January 2015 (PT)
1990, John Gummer, the Minister for Agriculture,
advanced plans for a pilot organic extensification scheme,
which would provide government support for farmers
turning to organic methods of agricultural production[7].
Also, in May 1989, the Parliamentary Secretary at MAFF,
Richard Ryder MP, welcomed the first national standards
for organic food production. These were drawn up by the
United Kingdom Register of Organic Food Standards
(UKROFS)[7,8]. However, if organic production is to
succeed and meet market demand, more government
money is needed for research and development[9].
Organic Standards
A farmer wishing to produce organic foods for sale in the
UK must follow strict organic standards. There are five
important reasons for these which relate mainly to
authenticity:
(1) The consumer needs some sort of assurance that
what he is buying is organic.
(2) The retailers marketing the produce require a
recognised method of production, so that they can
confidently label the food as organic.
(3) The producer needs guidance on what he must and
must not do, if his produce is to qualify as organic.
(4) The producer requires protection against others
falsely labelling their produce as organic.
(5) It is useful to have a description which the trading
standards officers can use to determine what may
qualify as being organically produced.
There are several different bodies worldwide setting
organic standards, and each body has its own organic
symbol. These bodies include: The Soil Association,
Organic Fanners and Growers Ltd, UK Register of Organic
Food Standards (UKROFS), and the International
Federation of Organic Agriculture Movements (IFOAM).
Food Acceptability
The relationship between food quality and organic farming
is exceptionally difficult to analyse and evaluate. The
problem is as Maga[10] states: some food consumers are
calling for agricultural products to revert to organic
methods and for food processors to abstain from adding
chemicals to our food supply because they feel these
chemicals are polluting the environment, constituting a
real threat to our health. They firmly believe that
organically grown food tastes better, is better nutritionally
and is safer for health than conventionally grown processed
and marketed food. Because of these beliefs, they are
willing to pay a premium for organically grown foodstuffs.
Maga attempts to make a rational evaluation of such claims
in his extensive and scholarly work. He summarises the
pros and cons of organic farming systems as follows:
Advantages
• Problem of residual pesticides minimised.
• Improved soil structure.
• Uses wastes and residues.
• Minimises groundwater pollution through nitrates.

Disadvantages
• Organic fertilisers have to be worked into the soils.
• Decay of organic matter is gradual, not necessarily
optimum for plant growth.
• Labour inputs are much higher.
• Organic manures are not always a good source of
micro-nutrients.
• Manures can pollute water.
• Reduced productivity per unit of land.
Scientifically, it does not matter too much whether the
source of nutrients comes from organic or inorganic
fertilisers, since apart from oxygen, all other elements
have to be converted into ionic form before they are
absorbed and metabolised by plants. Nutrient levels of
Downloaded by MAHIDOL UNIVERSITY At 19:48 22 January 2015 (PT)
most organic fertilisers are not high, needing large
applications to be effective. The use of organic manures
needs skilled farming knowledge to be effective with
certain constraints, but generally will tend to improve soil
structure, reduce groundwater pollution, and lead to a
more sustainable farming system.
The control of plant disease requires special mention since
the use of chemical sprays and consequent levels of residue
in foodstuffs give rise to consumer concern. The organic
farmer has to seek ways of controlling plant pests and
disease without using insecticides or fungicides. These
methods involve:
• Choosing plant varieties with genetic capacity to
resist disease.
• Crop rotation.
• General field sanitation.
• Non-synthetic insecticides (e.g. pyrethins, roterone,
nicotine).
• Biological controls.
Even such a cursory mention illustrates the great deal of
ecological science needed by the organic farmer necessary
to be effective in meeting current food needs.
Water
The relationships between water, crop and crop quality
have received considerable attention in the scientific
literature, but these are framed mostly in terms of specific
attributes or characteristics[11-12]. Nilsson[13] and
Prashar[14] emphasise the varying influence of irrigation
on clearly defined biological attributes or productivity of
the crop which significantly effects food quality quite apart
from organic methods. Prashar[14] also asserts the
common belief that natural rainfall produces superior fruits
than those "artificially" watered.
Of more recent concern has been the effect of nitrates
on human health especially directly through tap water.
These convert into nitrites in the human body which can
CONSUMER ATTITUDES TO ORGANIC FOODS 27
inhibit the blood's ability to transport oxygen possibly
causing methaemoglobinaemia. N-nitroso compounds are
formed from the reaction of nitrite with amino substances
in food, some of which are carcinogenic. Consumer
attitudes contrast with the Government's official opinion
that existing levels of these substances in the British diet
are not dangerous. "In truth the risks from agro-chemicals
are so small as to be immeasurable in any meaningful
terms" [7].
The key factor from the point of view of this article is
that consumer concern centres on absorption of nitrates
through drinking water stemming originally from farmers'
alleged excessive use of chemical fertilisers. Nitrates and
nitrites occur naturally in the environment in food and
water. Most nitrate is absorbed through food, mainly
vegetables, approximating 60 mg a day with only some
10-20 mg added directly through water. Concentrations
of nitrates can vary considerably in vegetables and beer.
The heavy beer drinking vegetarians may be most at risk!
This disparity between "experts" view of risk and
consumer concern stems from the different criteria that
both groups use to formulate an overall risk factor. Experts
use numerical estimates obtained from previous incidence
or extrapolated from animal experiments. Consumers use
a more complex function based partly on fatality estimates
but highly sensitive to other characteristics such as the
"catastrophic potential" or whether costs and benefits
are equally shared or the familiarity of the hazard[15]. It
is easy to see these contrasting criteria at work in the
context of the "organic" debate.
Sensory Aspects
Apart from the possible threats to health posed by aspects
of conventional farming, does organic farming produce
better tasting foodstuffs, e.g. improve organolyptic
qualities? Organic foods are often claimed to be better
tasting and fresher. The problem with testing such claims
is that they can derive from varietal differences or
differences in maturity or ripeness, although Maga et
al.[16] stated that the naturally occurring variation in many
fruits is so large that any differences due to production
methods (conventional or organic) are swamped.
Schutz and Lorenz[17] found labelling vegetables as organic
significantly increases acceptance ratings. They state
"although generalising to all vegetables and consumers
would not be warranted, the data from this study show
that the consumer would not be receiving a product of
higher acceptability when purchasing an organically grown
product". The exceptions to this were broccoli and carrots.
Appledorf et al.[18] attempted to determine whether there
was a subjective preference for healthy food based on
sensory qualities. Out of 25 health foods, five equivalent
traditional foods were found to be significantly superior
 28 BRITISH FOOD JOURNAL 93,2

in overall acceptance (cereals, cashews, apple sauce, apple
juice and dried apples). Colour and odour were important
sensory attributes.
Hansen[19] explained that any comparison of biodynam-
ically and conventionally grown crops is extremely difficult
because of the large number of parameters which have
to be controlled. His results showed a variable connection
between the chemical or taste composition of vegetables
grown in the two different methods of cultivation.
Alvensleben and Meier[20] dealt with some psychological
factors causing distortion in consumer perception of
product quality; these contrasted with empirical
observations. They found that the appearance of fruit and
vegetables was an important factor in consumer perception
Downloaded by MAHIDOL UNIVERSITY At 19:48 22 January 2015 (PT)
observation that: "knowledge of the emotional value of
foods is much older than the nutritional value of food,
hence many people will pay the increased price because
food has an emotional rather than an intellectual value".
Consumer Attitudes
Consumer attitudes to organic foods described in the
literature consulted provide an interesting contrast to the
clear results emerging from scientific studies. In addition,
some variations in the ranking and intensity of attitudes
between countries seem apparent.
In the UK, Stopes and Woodward[22] found that a minority
of the population have only an approximate idea of what

organic farming is (4 per cent had not heard of organic

of quality. In addition, knowledge of production methods farming). A substantial number believe chemical sprays
and origin are used in choice. Taste tests with identical are increasingly appearing as residues in the food we eat
tomatoes with different labels showed the "halo effect". (65 per cent) and that the countryside and the environment
Thus the taste perception of organic or field-grown tomatoes are being destroyed by today's farming methods (60 per
is distorted in a positive direction whilst for glasshouse cent). Survey results from Elm Farm Research[23] show
(Dutch) tomatoes there is a negative halo-effect. that organic foods are overwhelmingly purchased for
dietary benefits (96 per cent).
Basker[21] considered the elusive meaning of quality in
terms of scientific measurement contrasted with practical Dixon and Holme's impressive study[24] supports the
commercial consequences. Certain factors such as non- contention that people in the UK are overwhelmingly
adulteration, non-contamination, nutritive and micro- concerned with health and nutrition rather than with
biological status are determined by regulating standards. environmental factors, an apparently selfish individual
The remaining factors of quality, e.g. perceived quality, attitude (see Figure 2).
are measurable by sensory panels. Thus research on the
composition, storage or processing of foods has little Jolly et al.[25] analysed various attributes concerned with
meaning if the effects of experimental conditions on organic foods for the USA. They found that all the key
palatability are ignored. factors, nutrition, health, environment and safety rank
equally (see Figure 3). The level of concern over residues
was found to be high compared with dietary risk factors
usually ascribed to fat and cholesterol intake — a major
Nutrition cause of heart disease.
The relationship between organic foods and nutrition is
one of growing interest; whether vegetables supplied with
organic fertilisers have a better quality and higher nutritive
value than the conventionally grown has been considered
by many writers, such as Nilsson[13]. Generally it is
difficult to draw precise conclusions due to the different
rate of mineralisation, but under certain circumstances,
organic manures can produce a beneficial effect through
improvement in soil structure and waterholding capacity.
Nitrate levels in the ultimate food product, however, tended
to be higher with organic manures. At harvest, Nilsson[13]
concluded: "no effects of the type of fertiliser applied were
present as regards the content of Vitamin C, carotene,
sugars and amino acids".

Maga[10] argues that nutrition is often confused with safety

as the intentional presence of food additives has little to
do with the nutritional value of the resulting food. He
comprehensively reviews most authorative sources and
articles, denying any clear relationship between "organics"
and "nutrition". Howard (quoted in[10]) made the telling
 CONSUMER ATTITUDES TO ORGANIC FOODS 29
Downloaded by MAHIDOL UNIVERSITY At 19:48 22 January 2015 (PT)

Ekelurd[26] argues that consumer preferences in Sweden
are usually connected with the complex question of food
quality. In Sweden, as in the UK, the increasing demand
for organic produce is strongly linked with freedom from
chemical residues and personal health rather than
environment issues. Food quality is associated with crop
production without chemicals.
subject to price and availability. Thus, the market for
organic food is now characterised as supply-driven, where
a farmer's reluctance to change farming systems is
perceived to be the main obstacle[28]. The problem is that
perceptions, beliefs and attitudes of farmers do not always
correlate with their behaviour. Figure 4 gives estimates
of the future size of the market in the UK.

According to valuable surveys, consumer attitudes in The findings of an assessment: "the willingness to pay
Germany show some variation from the British pattern, a premium" [29] are shown in Figure 5. Clearly, interest
with a greater emphasis on environmental linkages; in consumption increases sharply when the price premium
broader political and ecological factors bear strongly on is below 20 per cent, whereas in practice price differentials
the demand for organic food (35 per cent) in contrast to are often 40-100 per cent. This result supports the
quality or related factors (16 per cent). contention that relatively high prices are a serious obstacle
for consumers.
Alvensleben and Altinann[27] summarise the basic
conditions behind the rising demand for organic produce:
• The socio-cultural background: changing values in
the society ("post-materialism", scepticism against
economic growth and modern technology,
environmental movement, etc.).
• General discontent with the present food supply
(concern about residuals, etc.).
• Positive image of organic food (health, taste, etc.)
• Health consciousness of the consumers.
• Discontent with the mass distribution system
("alienation").
• Positive income elasticity, negative price elasticity
of demand.

Demand for Organically Grown Produce

Based on the concerns, previously discussed, it is
generally assumed amongst writers and academics that
a considerable potential demand exists for organic produce,
 30 BRITISH FOOD JOURNAL 93,2
Conclusions
The contrast between scientific research results and
consumer perceptions is particularly marked in the case
of organic foods.
The apparent conflict between science and consumer
beliefs has been discussed recently in this journal. These
can be summarised as follows:
(1) The difficulty science has in giving clear, simple
answers to complex questions.
(2) The need by government agencies to give clear and
safe advice on food safety.
(3) The demand by consumers for simplicity in choice,
and food quality and safety (given time and
Downloaded by MAHIDOL UNIVERSITY At 19:48 22 January 2015 (PT)
information).
(4) The low risk factors placed by scientists on the
unknown and improbable compared with a high risk
factor assigned by consumers and the consequent
tendency to moral panics and food scares.
(5) Value systems and beliefs which place a growing
emphasis on preserving the natural environment.
There is little doubt in a market economy that consumers,
through the good offices of retailers, will gradually win
the day and agricultural farming systems will have to adjust
to more extensive lower input farming systems.
References
1. Woodward, L., "The Components of Food Quality", Elm
Farm Research Centre Colloquim, 1989.
2. Wookey, B., Rushall: The Story of an Organic Farm, Basil
Blackwell, Oxford, 1987.
3. Soil Association, "20% by 2000", Living Earth, April-June
1990, pp. 19-20.
4. Marland, A., "An Overview of Organic Farming in the UK",
Outlook on Agriculture, Vol. 18 No. 1, 1969, pp. 24-7.
5. Hughes, S., "20% by the Year 2000", Big Farm Weekly,
Vol. 13 No. 26, 1989, p. 2.
6. Foster, J., "Rapid Growth for the Organic Market", Natural
Farming, Autumn 1989, pp. 15-16.
7. Ministry of Agriculture, Fisheries and Food, "Help for
Organic Farmers", MAFF News Release, No. 21, 1990, pp.
1-2.
8. Hayes, T., "At Last, Organic Farming has Rules — That's
Official", Farmers Weekly, Vol. 110 No. 18, 1989, p. 16.
9. Foster, J., "UKROFS: Will the Standards Stick?", Natural
Farming, Summer 1989, p. 67.
10. Maga, J.A., in Knarr, D. (Ed.), Organically Grown Foods
in Sustainable Food Systems, Ellis Harwood, 1983.
11. Carr, M.K.V., "Timing and Supply of Water in Relation to
Quality", in Goodenough, P.W. and Atkin, R.K. (Eds),
B. Beharrell is based at the Department of Marketing and Business Management, Silsoe College, Cranfield Institute
of Technology. J.H. Macfie is Head of Department of Consumer Sciences, Institute of Food Research, Reading, UK.
Quality in Stored and Processed Vegetables and Fruit,
Academic Press, 1981, pp. 117-28.
12. Carr, M.K.V., "The Role of Water in the Productivity of
Potatoes", in Carr, M.K.V. and Hamer, P.J.C. (Eds),
Irrigating Potatoes, UK Irrigation Association Technical
Monograph 2, Cranfield Press, Bedford, 1988, pp. 1-11.
13. Nilsson, T., "Yield, Storage Ability, Quality and Chemical
Composition of Carrot, Cabbage and Leek at Conventional
and Organic Fertilising", Acta Horticulturae, pp. 209-33.
14. Prashar, C.R.K., "Review on Water and Crop Quality",
Scientia Hoticulturae Vol. 5, 1976, pp. 193-205.
15. Slovic, P., "Perception of Risk", Science, Vol. 236, 1987,
pp. 280-5.
16. Maga, J.A., Moule, F.D. and Oshima, N., "Yield, Nitrate
Levels and Sensory Properties of Spinach as Influenced by
Organic and Mineral Nitrogen Fertiliser Levels",Journal of
Science, Food and Agriculture, Vol. 27, 1976, pp. 109-14.
17. Schutz, H.G. and Lorenz, O.A., "Consumer Preferences
for Vegetables Grown Under Commercial and Organic
Conditions", Journal of FoodScience,Vol.41, 1976, pp. 70-3.
18. Appledorf, H., Pennington, J., Wheeler, W.B. and Koburger,
J.A., "Sensory Evaluation of Health Foods — A Comparison
with Traditional Foods", Journal of Milk Food Technology,
Vol. 37 No. 7, 1974.
19. Hansen, H., "Comparison of Chemical Composition and
Taste of Biodynamically and Conventionally Grown
Vegetables", Quality of Plant Foods for Human Nutrition,
Vol. 30, 1981, pp. 120-211.
20. von Alvensleben, R. and Meier, T., "Influence of Origin
and Variety on Consumer Perception", Paper presented at
the International Society of Horticultural Science Workshop,
Wagenginen, 1989.
21. Basker, D.O.V., "Testing the Perceived Quality of Food
Crops", Applied Agricultural Research, Vol. 3 No. 5, 1988,
pp. 231-32.
22. Stopes, C. and Woodward, L., "Consumer Demand and
the Market for Organic Food", Elm Farm Research Centre,
1988.
23. Elm Farm Research Centre Consumer Survey, Research
Notes No. 6, 1988.
24. Dixon, P.L. and Holmes, J.C., Organic Farming in Scotland,
Edinburgh School of Agriculture, Edinburgh, 1987.
25. Jolly, D.A. and Schutz, H.G., Diaz-Knauf, K.V. and Jozal,
J., "Organic Foods, Consumer Attitudes and Use", Food
Technology, November 1989.
26. Ekelurd, L., "Vegetable Consumption and Consumer
Attitudes towards Organically Grown Vegetables — The
Cereal", Acta Horticulturae, 1989, p. 259.
27. von Alvensleben, R. and Altinann, "Determinants for the
Demand for Organic Food in Germany", Acta Horticulturae,
1987, pp. 203-35.
28. Jones, J., "Food Quality in the Single European Market",
Eurofood Conference, April 1990.
29. Lampkin, N. and Stopes, C., "The Market for Organically
Produced Food", Elm Farm Research Paper, Henley Centre,
November 1989.
 This article has been cited by:

1. Klaus-Peter Wiedmann, Nadine Hennigs, Stefan Henrik Behrens, Christiane Klarmann. 2014. Tasting green: an experimental
design for investigating consumer perception of organic wine. British Food Journal 116:2, 197-211. [Abstract] [Full Text]
[PDF]
2. J.E. Hermansen, K. Horsted, A.G. KongstedMEAT, ANIMAL, POULTRY AND FISH PRODUCTION AND
MANAGEMENT | Meat Production in Organic Farming 199-203. [CrossRef]
3. T. VUKASOVIČ. 2013. Attitude towards organic meat: an empirical investigation on West Balkans Countries (WBC)
consumers. World's Poultry Science Journal 69:03, 527-540. [CrossRef]
4. Justin Paul, Jyoti Rana. 2012. Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing
29:6, 412-422. [Abstract] [Full Text] [PDF]
5. Rebecca Schröck. 2012. The Organic Milk Market in Germany Is Maturing: A Demand System Analysis of Organic and
Conventional Fresh Milk Segmented by Consumer Groups. Agribusiness 28:3, 274-292. [CrossRef]
6. Jos Bartels, Isabelle van den Berg. 2011. Fresh fruit and vegetables and the added value of antioxidants. British Food Journal
113:11, 1339-1352. [Abstract] [Full Text] [PDF]
7. Joris Aertsens, Koen Mondelaers, Wim Verbeke, Jeroen Buysse, Guido Van Huylenbroeck. 2011. The influence of subjective
and objective knowledge on attitude, motivations and consumption of organic food. British Food Journal 113:11, 1353-1378.
[Abstract] [Full Text] [PDF]
8. Zuzanna Pieniak, Joris Aertsens, Wim Verbeke. 2010. Subjective and objective knowledge as determinants of organic
Downloaded by MAHIDOL UNIVERSITY At 19:48 22 January 2015 (PT)

vegetables consumption. Food Quality and Preference 21:6, 581-588. [CrossRef]

9. Marija Cerjak, Željka Mesić, Marko Kopić, Damir Kovačić, Jerko Markovina. 2010. What Motivates Consumers to Buy
Organic Food: Comparison of Croatia, Bosnia Herzegovina, and Slovenia. Journal of Food Products Marketing 16:3, 278-292.
[CrossRef]
10. Juan Antonio Aguirre González. 2009. Market trends and consumer profile at the organic farmers market in Costa Rica.
British Food Journal 111:5, 498-510. [Abstract] [Full Text] [PDF]
11. Mei‐Fang Chen. 2009. Attitude toward organic foods among Taiwanese as related to health consciousness, environmental
attitudes, and the mediating effects of a healthy lifestyle. British Food Journal 111:2, 165-178. [Abstract] [Full Text] [PDF]
12. Mette Wier, Katherine O’Doherty Jensen, Laura Mørch Andersen, Katrin Millock. 2008. The character of demand in mature
organic food markets: Great Britain and Denmark compared. Food Policy 33:5, 406-421. [CrossRef]
13. George N. Lodorfos, June Dennis. 2008. Consumers’ Intent: In the Organic Food Market. Journal of Food Products Marketing
14:2, 17-38. [CrossRef]
14. Leila Hamzaoui Essoussi, Mehdi Zahaf. 2008. Decision making process of community organic food consumers: an exploratory
study. Journal of Consumer Marketing 25:2, 95-104. [Abstract] [Full Text] [PDF]
15. Juan A. Aguirre. 2007. The farmer's market organic consumer of Costa Rica. British Food Journal 109:2, 145-154. [Abstract]
[Full Text] [PDF]
16. Faidon Magkos, Fotini Arvaniti, Antonis Zampelas. 2006. Organic Food: Buying More Safety or Just Peace of Mind? A
Critical Review of the Literature. Critical Reviews in Food Science and Nutrition 46:1, 23-56. [CrossRef]
17. Emmanuel K. Yiridoe, Samuel Bonti-Ankomah, Ralph C. Martin. 2005. Comparison of consumer perceptions and preference
toward organic versus conventionally produced foods: A review and update of the literature. Renewable Agriculture and Food
Systems 20:04, 193-205. [CrossRef]
18. Marija Radman. 2005. Consumer consumption and perception of organic products in Croatia. British Food Journal 107:4,
263-273. [Abstract] [Full Text] [PDF]
19. Estrella Núñez-Delicado, Alvaro Sánchez-Ferrer, Francisco F. García-Carmona, Jose Manuel López-Nicolás. 2005. Effect of
Organic Farming Practices on the Level of Latent Polyphenol Oxidase in Grapes. Journal of Food Science 70:1, C74-C78.
[CrossRef]
20. E. Dransfield, T.M. Ngapo, N.A. Nielsen, L. Bredahl, P.O. Sjödén, M. Magnusson, M.M. Campo, G.R. Nute. 2005.
Consumer choice and suggested price for pork as influenced by its appearance, taste and information concerning country of
origin and organic pig production. Meat Science 69:1, 61-70. [CrossRef]
21. Bernt Aarset, Suzanna Beckmann, Enrique Bigne, Malcolm Beveridge, Trond Bjorndal, Jane Bunting, Pierre McDonagh,
Catherine Mariojouls, James Muir, Andrea Prothero, Lucia Reisch, Andrew Smith, Ragnar Tveteras, James Young. 2004.
The European consumers’ understanding and perceptions of the “organic” food regime. British Food Journal 106:2, 93-105.
[Abstract] [Full Text] [PDF]
22. J.E. Hermansen, K. JakobsenPRIMARY PRODUCTION MANAGEMENT | Meat Production in Organic Farming
1046-1051. [CrossRef]
 23. John E. Hermansen. 2003. Organic livestock production systems and appropriate development in relation to public
expectations. Livestock Production Science 80:1-2, 3-15. [CrossRef]
24. Ana I. Sanjuan, Mercedes Sanchez, Jose M. Gil, Azucena Gracia, Francisco Soler. 2003. Brakes to organic market enlargement
in Spain: consumers' and retailers' attitudes and willingness to pay. International Journal of Consumer Studies 27:2, 134-144.
[CrossRef]
25. Francisco Soler, José M. Gil, Mercedes Sánchez. 2002. Consumers’ acceptability of organic food in Spain. British Food Journal
104:8, 670-687. [Abstract] [Full Text] [PDF]
26. Helene Hill, Fidelma Lynchehaun. 2002. Organic milk: attitudes and consumption patterns. British Food Journal 104:7,
526-542. [Abstract] [Full Text] [PDF]
27. Mette Wier, Carmen Calverley. 2002. Market potential for organic foods in Europe. British Food Journal 104:1, 45-62.
[Abstract] [Full Text] [PDF]
28. Lisa Squires, Biljana Juric, T. Bettina Cornwell. 2001. Level of market development and intensity of organic food
consumption: cross‐cultural study of Danish and New Zealand consumers. Journal of Consumer Marketing 18:5, 392-409.
[Citation] [Full Text] [PDF]
29. Maria Cristina da Costa, Rosires Deliza, Amauri Rosenthal, Duncan Hedderley, Lynn Frewer. 2000. Non conventional
technologies and impact on consumer behavior. Trends in Food Science & Technology 11:4-5, 188-193. [CrossRef]
30. Lena Gäredal, Bengt Lundegårdh. 1998. Ecological Cultivation of Greenhouse Tomatoes ( Lycopersicon esculentum Mill.)
in Limited Beds Fertilized with Locally Produced Mulches: Effects on Growth and Yield. Biological Agriculture & Horticulture
16:2, 173-189. [CrossRef]
Downloaded by MAHIDOL UNIVERSITY At 19:48 22 January 2015 (PT)

31. Marjon van der Pol, Mandy Ryan. 1996. Using conjoint analysis to establish consumer preferences for fruit and vegetables.
British Food Journal 98:8, 5-12. [Abstract] [Full Text] [PDF]
32. Mitchell R. Ness, Hubert Gerhardy. 1994. Consumer Preferences for Quality and Freshness Attributes of Eggs. British Food
Journal 96:3, 26-34. [Abstract] [Full Text] [PDF]
33. Dov Basker. 1992. Comparison of taste quality between organically and conventionally grown fruits and vegetables. American
Journal of Alternative Agriculture 7:03, 129. [CrossRef]
34. Brian Beharrell, Alasdair Crockett. 1992. New Age Food! New Age Consumers! With or without Technology Fix Please.
British Food Journal 94:7, 5-13. [Abstract] [PDF]
35. Brian Beharrell. 1991. Introduction: An Environmentally Friendly Policy for Retailing. British Food Journal 93:3, 3-7.
[Abstract] [PDF]