Researchers say altruism is the key purchasing motivator for organic consumers, reports foodnavigator.com.
The researchers, from the University of Gottingen in Germany, reached their conclusion after studying data from 13,000 consumers. They had been trying to get a better a understanding of the drivers for the purchase of organic food. They discovered that altruism – for example, concern for the environment or animal welfare – was the single biggest motivating influence on organic food purchases.
The team, led by professor Dr Achim Spiller, say that their research suggests that marketers of organic food should emphasise the environmental and animal welfare benefits of organic in advertising and PR campaigns.