Organic Food Buyers Are Loyal To What They Buy Says Study

People who consume organic food tend to not waiver and continue buying it. In fact there can be more and more organic additions to their list says a new research from Aarhus BSS. To conduct the study, 10,000 households were analysed for 20 months and collected the enormous amount of data required.

The Organic Food Ladder

“In connection with organic consumption, there has previously been talk of an ‘organic staircase’ in the sense that consumers are generally buying certain organic products before others. But our research shows that in fact we’re dealing with an escalator where the upwards movement is taking place automatically. Once you’ve purchased your first organic product, you’re not likely to stop. You’ll continue and over time, you’ll increase your organic shopping list. And you’ll even be following a rather predictable consumption pattern,” says Professor John Thøgersen, the Department of Management at Aarhus BSS to Science Daily.

There are in fact moral values that people have with organic food like sustainability and environmental protection. “It becomes a way in which we define ourselves. As a result, we build an identity around the notion of buying organic products, and we’re highly unlikely to suddenly change our moral values,” says John Thøgersen.