Consumer Perception of Organic Food Products: The Case of Germany and England

Abstract The organic food sector is one of the most promising in Europe with a prediction to grow at an annual rate of 20 per cent. It moved from niche to mainstream and is still expected to grow further. Products nowadays range from fruits and vegetables, to meat and dairy products to even "non-foods" and cosmetics. The organic market along with its consumers experienced significant changes and this study explores the current situation in Germany and England. Of particular interest are consumers perception of organic products, consumers knowledge and understanding related to the terminology and the concept as well as their attitude towards price and quality in the context of organic food products. This study draws upon qualitative research to gain depths insight into the field of consumer perception of the organic food market. 16 semi-structured interviews showed that German participants were highly concerned about nature and environment and largely aware of the meaning of the term organic as well as involved production methods. English consumers on the other hand displayed distrust, even scepticism towards organic produce available in conventional supermarkets and connected organic foods to their own personal well-being rather than the physical environment