Attitudes toward organic food : a study among Maltese consumers

Abstract

Is organic food a luxury for the privileged, or a necessity for health and for the future security of food supplies? Or is it simply a marketing gimmick? Food writers and journalists, organic supporters and skeptics from all sectors of the food and farming industries keep voicing their opinions, views and judgments within the controversial debate about the organic system of production. The aim of this dissertation is to give a consumer's perspective towards organic products by measuring attitudes, both indirectly and directly. This study focuses on identifying the factors that influence the demand for organic food. For this purpose, 120 interviews, based upon leek Ajzen's Theory of Planned Behaviour, were conducted among Maltese consumers so as to assess attitudes towards organic products and to investigate whether these attitudes had any effect on the consumers' intention to purchase organic food or not. The findings were processed using a statistical analysis, determining the level of knowledge about these products, consumers' shopping habits and criteria, which support or dissuade the consumption of these products. The author has concentrated on the relations between consumers' values, risk perception, attitudes and behaviour regarding organic production. Purchasing motives and valued product attributes are identified and, furthermore, the importance of labelling and information is highlighted.