Nowadays, people are becoming more aware of the environmental issues and they are doing their parts for preserving the environment. As hybrid cars become more common, standard light bulbs are being replaced by compact fluorescent light bulbs, laundries being done at night to save on electric, and people walk or bike to work instead of driving, a greener generation is sprouting. Among the trends of this �Going Green Generation” is the rising demand for organic foods.
Since the mid-1990s, the demand for organic food has grown dramatically regardless of its higher prices, making organic production the fastest growing sector of the American food marketplace. Organic farms are expanding and doing well as never before, despite the fact that organic farms produce less than 2 percent of the nation’s food supply and acquire less than 1 percent of its cropland. Annually, the estimated growth rates for the market of organic food are about 15 to 20 percent. If being compared to the rest of the food industry, the growth is about five times faster. �In 1990, organic food and beverage sales in the United States were $1 billion; by 2004, sales were approximately $12.2 billion, and estimates projected that sales in 2005 would reach $15 billion” (Green, 2008, p. 2). Apparently, the increased demand for organic foods is an occurrence not only inside the United States, but globally as well. �Since 1996, the export of organic foods from the U.S. has more than doubled, accounting for more than 5 percent of all U.S. organic food sales” (Finch, 2005, p. 2).
Although an increase number of consumers are willing to pay the high price for organic foods, most of them are not completely acknowledged of the difference between organic foods and conventionally-produced foods. Organic foods are made according to certain production standards. In contrast with the production of conventional foods, the use of pesticides, herbicides, and insecticides are not allowed in the production of organic foods. In the case of animal products, the use of antibiotics and growth hormones are strictly prohibited. Also, the livestock must be fed a healthy, organic diet and have access to the outdoors. �Such production maintains and replenishes soil fertility to promote and enhance biodiversity and overall ecological harmony and results in products without artificial ingredients, preservatives, or irradiation that may pose dangers to human health” (Green, 2008, p. 3). In other words, better food in a better environment.
From the studies and surveys of comparing conventional and organic farming, it was concluded that organic farming is less harmful. First of all, abstaining from the use of synthetic pesticides, organic farmers are actually helping the environment. The discharge of the chemicals could lead to air, water, and soil pollution. Secondly, organic farms are more effectively at maintaining a diverse ecosystem. The use of pesticides, herbicides, and insecticides by conventional farms are endangering the lives of plants, insects, as well as animals. Finally, organic farms consume less energy and generate less waste. The result from a study shows that in the production of a 20 percent smaller yield, organic farms use 50 percent less fertilizer and 97 percent less pesticide (�Organic Food,” 2009). Organic farms use many different ways to minimize soil erosion and retain soil fertility. Such practices include crop rotation, tillage and cultivation, and natural products.
Ever wonder how long it takes to convert a field from conventional farming to organic farming? Organic farms need to certify that restricted substances have not been used on land for at least 3 years before they can plant organic crops. Animals can also be converted to organic by nourishing them with 9 months of 80 percent organic diet, and another 3 months of 100 percent organic diet. The only way for animal products to be sold as organic is that they must be fed with only 100 percent organic diet. If vaccinations and antibiotics are being used to keep the animals healthy, then the animal products cannot be sold as organic.
Organic food production is a heavily monitored industry. All foods labeled with the new USDA organic seal must be certified by the U.S. Department of Agriculture. The seal was made to confirm and bring assuredness to consumers that the foods they are purchasing are certified as organic. Under the new regulations, food labeling will be categorized into one of the four groups. In the first group, food products that consist of only organically produced compounds may use the new �USDA organic” seal and imply �100% organic.” In the second group, products that are labeled as �organic” must contain at least 95 percent organic compounds and may use the USDA organic seal. In the third group, products that are at least 70 percent organic can be labeled �made with organic ingredients” and list the ingredients on the front of the package. But these products may not carry the USDA organic seal. Finally, in the fourth group, products that contain less than 70 percent organic ingredients may list the organic ingredients on the side panel, but cannot say �organic” on the front of the package. The new USDA’s guidelines for labeling are designed to help consumers in decision making of food purchasing and contain the safeguard of fines for misrepresentation. Under the new laws, the penalty fees can be up to $10,000 for misrepresenting products as organic when they are not or when organic food contains non-organic ingredients.
Traditionally, organic food markets were relatively small. Consumers were able to purchase organic food only through the local distribution of fresh produce or farmers’ markets. Today, organic food market is a combination of small and large food producers, local and global distribution networks, and a wide variety of products. The possible reasons for the increase in demand are the increase in consumers’ trust in organic foods and the raising concerns of possible health risks and environmental impacts of conventional food production methods. Contaminated food incidents like the mad cow disease and e-coli infected meats, fruits, and vegetables, have caused some consumers to decrease in demand for conventional food products.
Researchers have done several studies and surveys to understanding the consumers’ behavior in buying organic foods. It is suggested that consumer food choice is affected by consumers’ income along with the price and quality of the food products. Several quality aspects for food products that should be put into consideration are process aspects, sensory aspects, and health aspects.
Process aspects refer to consumers’ interest in how the food was made. There is a reason why consumers are willing to pay premiums for organic products which look and taste the same as the conventional products. They preferred products which were produced without pesticides and with concern for animal welfare, and the environment. Sensory aspects refer to the taste, smell, and appearance of the food product. A poll indicated that 43 percent of consumers point out that taste as a significant reason for purchasing organic food. Several consumers also think that organic food has a better taste and better quality than conventional food. Health is perceived as a vital factor in consumers’ food choice. Based on several studies, organic product has a good image because of its health value, product safety, and natural purity (Lodorfos & Dennis, 2008, p. 3). Various studies also show that most consumers buy organic products because of health-related issue.
Age differences also contribute to buyer choice. It seems that young consumers buy organic foods more on considerations for the environment, whereas old consumers are more influenced by considerations for their own health. Also, women are more interested in organic foods than men, and that people with higher education seem to be more willing to pay more for organic foods. Organic food purchasing is also related to consumers’ income. The higher the income, the increase in the ability to afford the price premium that organic products command.
References
Cowley, G., Underwood, A., & Springen, K. (2002, September 30). Certified Organic. (Cover story). Newsweek, 140(14), 50. Retrieved September 27, 2009, from Academic Search Complete database.
Finch, J. (2005, October). The Imp act of Personal Consumption Values and Beliefs on Organic Food Purchase Behavior. Journal of Food Products Marketing, 11(4), 63-76. Retrieved September 27, 2009, doi:10.1300/J038v11n04-05
Green, A. (2008, July). The Cost Of Low-Price Organics: How Corporate Organics Have Weakened Organic Food Production Standards. Alabama Law Review, 59(3), 799-830. Retrieved September 27, 2009, from Academic Search Complete database
Lodorfos, G., & Dennis, J. (2008, April). Consumers’ Intent: In the Organic Food Market. Journal of Food Products Marketing, 14(2), 17-38. Retrieved September 27, 2009, doi:10.1080/10454440801918218
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