Organic Consumers Buyer Behaviour

Table of Contents

Overview of the Industry 1

Resarch methodology & data collection 1

Consumer Behaviour (Introduction to Influences) 2

Internal Influences 3

Motivation 3

Personality 3

Attitudes 3

Perception 4

Learning 4

External Influences 5

Reference Groups 5

Family 5

Indirect reference groups 5

Media 6

Culture & Society 6

Conclusion 7

References: 7

Organic Consumers Buying Behaviour

Overview of the Industry

The global organic food market is one of the fastest growing markets and in 2009 it had an estimated value of $60 billion (Datamonitor: Global Organic Food 2009). The definition of the term Organic Food varies from source to source, however the following one seems to be the most appropriate: „Organic food is produce that has been independently certified to have been grown free of chemicals“ (Datamonitor: Global Organic Food 2009). According to Organic Monitor in 2002 the marked was worth a mere $22 billon and from 2005-2009 it had a compound growth rate of 14,6% per annum (Datamonitor: Global Organic Food 2009). Taking a closer look at the European organic food market it is clearly seen that the trends are very simlar. The European market generated total revenues of $28.7 billion in 2009, with a compound growth rate of 12.5% for the period spanning 2005-2009 (Datamonitor: Organic Food in Europe 2009). This goes to show that the organic food market is highly attractive with a lot of expansion opportunities. The organic market in Ireland is not that developed compared to UK, Germany, Italy or other European countries, however it has reached a growth of 82% since July 2006 (BordBia 2008). At the end of 2009 the market had an estimated value of €104 - 105 million (the figure varies depending on the source) with a 1.6% increase in volume, but a 10% decrease in sales due to general price deflation of the food market (BordBia 2010). The Agriculture and Food Development Authority stated in a report that just...