Hostname: page-component-586b7cd67f-dsjbd Total loading time: 0 Render date: 2024-11-26T19:00:11.760Z Has data issue: false hasContentIssue false
  • English
  • Français

Consumer perceptions and demand for organic food in Australia: Focus group discussions

Published online by Cambridge University Press:  12 February 2007

Hui-Shung Chang  and
Lydia Zepeda
Hui-Shung Chang*
Affiliation:
University of New England, School of Economics, Armidale, NSW 2351, Australia.
Lydia Zepeda
Affiliation:
University of Wisconsin-Madison, Department of Consumer Science, Madison, WI 53705, USA.
*
*Corresponding author: [email protected]
Get access Rights & Permissions [Opens in a new window]

Abstract

In Australia, the retail value of organic food production was estimated at A$250 million, with farm-gate value at around A$90 million and exports at around A$40 million, in 2002. The current share of organic sales in total food sales in Australia is about 1%. The growth rate in organic production was forecast to continue at 10–30% per annum. Despite the positive outlook, there are consumer concerns about product recognition and product integrity. To understand how demand for organic products is changing, it is important to investigate consumer attitudes and knowledge about these issues. The objective of this study was to identify issues that may hinder or promote demand. Given the qualitative nature of these issues, we used a focus group study to probe consumers. While focus group results are a qualitative approach and not intended to be generalizable, the results suggest directions for future research. The participants raised concerns about the use of chemicals, the treatment of farm animals and the environmental impact of food production. Organic food consumers were found to be more knowledgeable about organic foods, as well as being more tolerant of higher prices and inaccessibility. The results also suggest that increasing consumers' awareness of organic farming and certification, as well as the availability of organic foods, may be the most effective way of moving organic foods into mainstream.

Keywords

consumer attitudesfocus group methodologyorganic food
Type
Research Article
Information
Renewable Agriculture and Food Systems , Volume 20 , Issue 3 , September 2005 , pp. 155 - 167
Copyright
Copyright © Cambridge University Press 2005

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

1Davies, A., Titterington, A.J. and Cochrane, C. (1995) Who buys organic food? A profile of the purchasers of organic food in Northern Ireland. British Food Journal 97(10): 17–23.Google Scholar
2Dimitri, C. and Greene, C. 2002. Recent Growth Patterns in the U.S. Organic Foods Market. United States Department of Agriculture Economic Research Service, Washington, DC.Google Scholar
3Tregear, A., Dent, J.B. and McGregor, M.J. (1994) The demand for organically-grown produce. British Food Journal 96(4): 21–25.Google Scholar
4Willer, H. and Yussefi, M. (2004) The world of organic agriculture: Statistics and emerging trends. Available athttp://orgprints.org/00002555/ (accessed 15 October 2004). International Federation of Organic Agriculture Movements Bonn, Germany.Google Scholar
5Kortbech-Olesen, R. (2003) Market. In Yussefi, M. and Willer, H. (eds). The World of Organic Agriculture 2003—Statistics and Future Prospects, International Federation of Organic Agriculture Movements, Tholey-Theley, Germany.Google Scholar
6Monk, A. 2003. Reviewing the year that was … In Organic Food and Farming Report Australia 2003. Available at http://www.bfa.com.au (accessed 18 October 2004). Biological Farmers of Australia (BFA) Coop Ltd., Toowoomba, Queensland, Australia.Google Scholar
7Grothers, L. 2000. Australia organic products: Organic market continues to expand 2000. Global Agriculture Information Network Report AS0027. US Department of Agriculture, Foreign Agriculture Service, Washington, DC.Google Scholar
8Barstow, C. (2003) The mechanics of organics: an agriculture-marketing professor sheds light on how retailers can cater to the growing organic/natural foods market Progressive Grocer 82(4): 12.Google Scholar
9McCoy, S. (2002) Organic agriculture – introduction No. 21/2002. Available at http://www.agric.wa.gov.au (accessed 15 October 2004). Department of Agriculture, Western Australia.Google Scholar
10Alenson, C. 1997. [no title]. In Dumaresq, D., Greene, R., van Kerkhoff, L. (eds). Organic agriculture in Australia, Proceedings of the National Symposium on Organic Agriculture: Research and Development, 30 June–3 July, 1996. Rural Industries Research and Development Corporation (RIRDC) Research Paper No. 97⊘14. p. 20–23.Google Scholar
11Dumaresq, D. and Greene, R. (1997) Major review of industry 95–109 Dumaresq D. Greene R. van Kerkhoff L.Google Scholar
12Dumaresq, D. and Greene, R. 1997. Major review of industry. In Dumaresq, D., Greene, R. and van Kerkhoff, L. (eds). Organic agriculture in Australia, Proceedings of the National Symposium on Organic Agriculture: Research and Development, 30 June–3 July, 1996. RIRDC Research Paper No. 97⊘14. p. 95–109.Google Scholar
13Pearson, D. 2001. How to increase organic food sales: results from research based on market segmentation and product attributes. Australian Agribusiness Review 9 Paper 8. Available at http://www.agrifood.info/10Publications_review.html (accessed 15 October) 2004.Google Scholar
14Biological Farmers of Australia (BFA). (2003) Organic Certification: The Easy Way Toowoomba, Queensland, Australia BFA.Google Scholar
15Hassall and Associates. 1996. The domestic market Q4 for Australian organic produce: An update. RIRDC Research Paper No. 96⊘1, RIRDC, Canberra, Australia.Google Scholar
16Kinnear, S. 2002. Retailing organics—the changes and the challenges. In Proceedings of the Local Global Organics Conference,3–4 October 2002,Lismore, New South Wales, Australia. p. 76–79.Google Scholar
17Barber, R. 2002. The human face of food. In Proceedings of the Local Global Organics Conference,3–4 October 2002,Lismore, New South Wales, Australia. p. 21–26.Google Scholar
18Organic Produce Export Committee (OPEC). (2002) National Standard for Organic and Biodynamic Produce. Australian Quarantine and Inspection Service, Canberra Australia.Google Scholar
19May, R. and Monk, A. (2001) Organic and bio-dynamic produce: Comparing Australian and overseas standards. RIRDC Publication No. 01⊘05, RIRDC, Canberra, Australia.Google Scholar
20Lovisolo, R. (1997) Export requirements for the marketing of organic and bio-dynamic products. In Neeson, R. and Pearson, D. (eds). The Conference Proceedings for Marketing Organic and Bio-Dynamic Products.New South Wales Agriculture..Google Scholar
21Lyall, I. 2001. Australian regulations for organic produce. In Proceedings of the Inaugural OFA (Organic Federation Australia) National Organics Conference 2001.Canberra, Australia. p. 79–80.Google Scholar
22National Association for Sustainable Agriculture Australia (NASAA) (2003) Australian Quarantine and Inspection Service accredited certifiers http://www.nasaa.com.au.Google Scholar
23Wynen, E. (2003) Organic agriculture in Australia – research levies and expenditure. RIRDC Publication no. No 03⊘002, http://orgprints.org/00001845/ (accessed 15 October 2004). Rural Industries Research and Development Corporation. Canberra, Australia.Google Scholar
24Turnbull, G. 2000. Report on consumer behaviour in purchasing of organic food products in Australia. University of Southern Queensland, Faculty of Business, Master of Management. Available at http://www.dpi.qld.gov.au/business/1541.html#1 (accessed 15 October) 2004.Google Scholar
25Lockie, S., Lyons, K., Lawrence, G. and Mummery, K. (2002) Eating “green”: Motivations behind organic food consumption in Australia. Sociologia Ruralis 42(1): 23–40.Google Scholar
26Donaghy, P., Rolfe, J., and Bennett, J. 2003. Consumer, demands for organic, and genetically, modified foods., Paper presented, to the, 47th Annual, Conference of the, Australian Agricultural, and Resource, Economics Society, 12–14February 2003, Freemantle, Western Australia.Google Scholar
27Krueger, R. and Casey, M. (2000) Focus Groups: A Practical Guide for Applied Research. 3rd Sage Publications, London.Google Scholar
28Morgan, D. 1998 The Focus Group Guidebook. Sage Publications, London.Google Scholar
29Zepeda, L., Chang, H.S. and Leviten-Reid, C. (2005) Organic food demand: A focus group study involving Caucasian and African-American Shoppers. Agriculture and Human Values (in press).Google Scholar
30Thompson, G. (2000) International consumer demand for organic foods. HortTechnology 10(4): 663–674.CrossRefGoogle Scholar
31Zanoli, R. (ed.) 2004. Consumer attitudes, behaviour and strategic approaches in the European organic food market. Organic Marketing Initiative and Rural Development Project Report (in press).Google Scholar
32Storstad, O. and Bjørkhaug, H. (2003) Foundations of production and consumption of organic food in Norway. Agriculture and Human Values 20(2): 151–163.Google Scholar
33Swanson, R.B. and Lewis, C.E. (1993) Alaskan direct-market consumers: Perception of organic produce. Home Economics Research Journal 22(2): 138–155.CrossRefGoogle Scholar
34Thompson, G.D. and Kidwell, J. (1998) Explaining the choice of organic produce: Cosmetic defects, prices, and consumer preferences. American Journal of Agricultural Economics 80(2): 277–287.Google Scholar
35Goldman, B.J. and Clancy, K.L. (1991) A survey of organic produce purchases and related attitudes of food cooperative shoppers. American Journal of Alternative Agriculture 6(2): 89–96.Google Scholar
36Lockie, S., Mummery, K., Lyons, K. and Lawrence, G. (2001) Who buys organics, who doesn't, and why? Insight from a national survey of Australian consumers Paper presented to the Inaugural National Organics Conference,27–28 August 2001,Sydney, Australia..Google Scholar