Organic Food Consumer Behaviour

Running Head: ORGANIC FOOD CONSUMER BEHAVIOUR
ORGANIC FOOD CONSUMER BEHAVIOUR
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1ORGANIC FOOD CONSUMER BEHAVIOUR
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Consumer perception...................................................................................................................2
Importance of organic food marketing........................................................................................3
Organic Valley’s campaign.........................................................................................................5
Evaluation....................................................................................................................................5
Conclusion.......................................................................................................................................6
Reference.........................................................................................................................................8

2ORGANIC FOOD CONSUMER BEHAVIOUR
Introduction
The growing demand of the organic foods in the international market creates a great
value for the food manufacturing farms to pose great deal of focus on the organic food
manufacturing. As per the report of Chang et al. (2015)b the organic food market will expand at
a rate of CAGR of 14.8% within the year 2022. One of the major concern is of course related to
the health consciousness of the customers. Therefore, people are not bothered about the price of
the food products. They are more interested to buy good and best quality products. The Asia-
Pacific region is considered to be a best example of such transformation into the buyers’
behaviour that forced the food manufacturing and distributing companies to change the direction
of the business towards organic food products. Based on this understanding, this research is
going to take a great deal of investigation on the changing buyers’ perception and the importance
of the organic food market. The discussion further carries out the analysis of the Organic
Valley’s campaign on organic food products and evaluate the campaign with highlighting the
pros and cons of the campaign.
Discussion
Consumer perception
According to the research of Tiago and Veríssimo (2914) it can be stated that there are
some expectations of the consumers that push them to buy organic products. For an instance, the
safety of the product, price and the environmental production process are the primary concern for
the customers before buying organic food products. In the research of Dahnil et al. (2014) the
safety issue of the organic food products was illustrated clearly. The research found that the