Attitudes towards organic fruits and vegetables

Abstract

Organic food market is very challenging in Europe and developing rapidly with different rates between western and eastern part. Consumers have raised great interest to healthy and tasty diet with high nutritional compounds, confidence in food safety, environmental and animal welfare concern and also sustainability. The objective of this paper is to gain knowledge about attitudes toward organic fruits and vegetables among European Union (EU) consumers. Results indicated that organic buyers tend to be younger and higher educated than those who do not buy them. In addition, consumers’ trust in the authenticity of the goods and price are also issues. According to the research results an important task for the producers will be to increase consumers’ knowledge of what an organic product is and how to differentiate it in the marketplace. Along with knowledgeable and educated consumers, consumption could be raised on another level.