Consumer Knowledge and Perception about Organic Food: a Challenge for Consumer Education on The Benefits of Going Organic.

Organic is the one of the fastest growing agricultural markets due to consumer’s increased concern about their own health, the environment, and the reported crises and emergencies worldwide on food safety and environmental issues in recent decades. It has now became an alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negatives consequences on the environmental caused by chemical intensive production methods. To explore the potential market for customers, it is important to know how consumers relate issues of food quality and food system. The aim of this project is to educate in depth the behavioural process of customers with respect to organic food. It identifies the beliefs and positives as well as negative attitudes on organic food of consumers who buy and do not buy organic food, the impact of those attitudes on food choice for consumers who buy and do not buy organics food, and to model consumer’s food choice behaviour with respect to organic food. The result indicates that consumer’s interest in organic food is influenced by their belief that organic food is better for health and the environment. This may provide a basis for worldwide education on the benefits of going organic.