Determining consumer expectations and attitudes towards organic/low input food quality and safety
The objective of subproject 1 is to deliver “in depth” analyses of consumer expectations/attitudes and buying behaviours, with respect to quality and safety of foods produced in organic and low input production systems.
The information obtained will enable organic producers, agricultural supply companies, processors, traders and retailers to increase their competitiveness by focusing their activities/business plans more accurately on consumer demands.
Furthermore, the activities will be instrumental in linking and focussing research and technology development on organic and “low input” farming to consumer needs and expectations.
The subproject has two main components:
Workpackage 1.1, which will determine consumer perceptions, expectations and attitudes about quality and safety of organic and low input foods (using questionnaire based quantitative consumer surveys)
Workpackage 1.2, which will determine actual consumer buying patterns and behaviour (using semi-structured interviews, consumer choice experiments and/or supermarket “loyalty card” based analyses).