Consumer attitudes, motivations and misbelieves relating to organic foods

Abstract

Factors influencing the consumption of bio foods are detailed in our studybased on our research results. Altogether 312 students from the University of Debrecen were surveyed via questionnaires. Attitudes, motivations, blocking factors and influencing factors relating to consuming bio foods are introduced. In surveying the attitudes relating to bio foods we focused on health, quality, price, environmental consciousness, fashionable trends, colour and taste. Our hypothesis is that attitudes towards traditional and bio foods are different; the students asked consider bio foods more expensive, healthier, of better quality and more environmental friendly than traditional foods. The attitudes of people are definitely influenced by others whom they have every-day-contact with. Furthermore, there are independent thinkers who discover the given products through their own experience. We also detail to what extent respondant attitudes were influenced by their own experiences, the opinions of family, friends, relatives, colleagues and experts on bio foods. Even the causes and motivations for consuming bio foods were investigated. We examined whether the consumption of bio foods is a trend, simply prestige or just a popular belief. The factors blocking the consumption of bio foods were also revealed. Besides high prices factors lack of knowledge, the small number of bio shops, and unsatisfying choices in supply were examined, as well. We investigated what may cause the realization of improper price image.