For society, organic and other “low input” farming systems provide an effective means of responding to the increasing consumer pressure to omit or reduce agricultural inputs (in particular pesticides, mineral fertilisers, veterinary medicines and growth promoters). However, in order to ensure that the European societies benefit optimally from this mechanism, it is necessary to get a detailed analysis of consumer expectations/attitudes and buying behaviours, with respect to quality and safety of foods produced in organic and low input production systems. Previous research focussed on “quality and safety” characteristics known to be recognised by consumers of conventional foods (e.g. appearance, taste, packaging, microbiological safety and production or trade system associated quality benefits such as “free range”, “GM-free” and “fair trade”). Many of these characteristics are also important for organic consumers. However, a range of other quality characteristics/parameters, which are thought to influence the buying behaviour of consumers of “low input” and/or organic foods, have rarely been included in existing questionnaires.
The objective of subproject 1 was to deliver “in depth” analyses of consumer expectations/attitudes and buying behaviours, with respect to quality and safety of foods produced in organic and low input production systems. The information obtained shall enable organic producers, agricultural supply companies, processors, traders and retailers to increase their competitiveness by focusing their activities/business plans more accurately on consumer demands. Furthermore, the activities were instrumental in linking and focussing research and technology development on organic and “low input” farming to consumer needs and expectations. The subproject has two main components:
Workpackage 1.1, which determined consumer perceptions, expectations and attitudes about quality and safety of organic and low input foods (using questionnaire based quantitative consumer surveys)
Workpackage 1.2, which determined actual consumer buying patterns and behaviour (using semi-structured interviews, consumer choice experiments and/or supermarket “loyalty card” based analyses).
Project leader
Work package leader
