Consumer Behaviour: Organic Food Perception and Marketing Strategies

Consumer behaviour1
CONSUMER BEHAVIOUR
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Consumer behaviour 2
Abstract
The organic food quest has been quickly increasing globally, due to an improvement in the
awareness of ecological and health problems. Even though the demand is growing, natural food
popularity is not extensive, and the perceptions of organic foodstuff differ in the broad
community. This paper demonstrates that in Australia and other nations; there has been a
difference in individual’s awareness of organic food and agriculture, variations in users’
attitudes, behavior and motivations within the consumer class. Users’ perceptions have probably
varied over time. A large portion has been identified as knowing organic food. Health benefits
were the main motive for buying organic produce while the high rate was the key restrictive
factor to buying organic merchandise. There have been numerous findings connected to the link
between the natural food user and subjective components such as income, age, gender, a home
with kids, family size and education. Even though most users showed optimistic outlooks
towards organic goods and articulated their buy plans, their degree of their confidence in organic
goods level and certification are crucial elements swaying the buyer's decision of purchasing
organic foodstuffs.

Consumer behaviour 3
Table of contents
Abstract............................................................................................................................................2
Introduction......................................................................................................................................4
Consumers’ perception....................................................................................................................4
Marketing to communicate organic foods.......................................................................................6
Organic Valley’s campaign.............................................................................................................7
Justified evaluation..........................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Consumer behaviour 4
Introduction
The demand for organic foodstuffs has been progressing rapidly globally. Australia and New
Zealand are the main exporters of organic produce with key export goods being natural wool,
beef, Kiwi fruit, pear, and apple. Organic farming is a production scheme that safeguards the
health of top soil, individuals, and environment (Willer, Lernoud and Kemper 2018). The
technique depends on ecological routine, cycles and biodiversity adapted to native states, rather
than the application of inputs with severe impacts. Organic farming blends the innovation,
convention, and technology to benefits the shared ecology and promotes right coalition and
improved value of life (Stolz, Jahrl, Baumgart and Schneider 2010).
Consumers’ perception
According to the research findings, Australian users had positive viewpoints towards organic
foodstuffs and conveyed their views in the environmental and health paybacks of organic foods
(Rosen 2010). The benefits of consumer's opinions concerning this sort of diet were deliberated
in their procurement focus. Moreover, positive natural views were established to be connected to
self-transcendence principles. Mainly, individual values connected to environment, nature, and
parity were established to confidently project pro-organic foodstuff opinions rather than values
that rotate around the honesty, loyalty, devoutness, helpfulness and social justice
(Sangkumchaliang and Huang 2012). Organic food users were eager to buy finest for secure and
ecologically friendly foodstuffs and were also prepared to use more organic foodstuffs if they
were accessible. Consumers who had a positive attitude towards organic goods were women
particularly less than 40 years old (Voon, Ngui and Agrawal 2011).
Generally, the intent to buy organic produce reduces with limitations of awareness and
knowledge towards those foodstuffs, with numerous aspects influencing user's views and