sumers’ minds between the term organic and its defining features.
One of the most frequently cited
reasons for consumer confusion is the
use of technical language to define organic. Consumers do not easily understand terms such as “certification” and
“accreditation,” and often fail to connect with these terms on an emotional
level.
“Technical information about organic can be off-putting for some consumers, particularly now, when people
do not always have time to digest the
wealth of technical information that is
available to them,” according to Samantha Cabaluna, director of communications at Earthbound Farm. However,
some progress has been made.
Table 1. Top 3 boxes based on 7-point scale ranging
from “Not at all important” (=1) to “Extremely important” (= 7).
Survey question: “When selecting foods and beverages to purchase, how important are the following
labels or phrases to you?”
Base: All respondents (n= 2,161; 1,510 organic users,
651 non-users).
Importance of Various Labels/Phrases When Shopping for
Foods and Beverages (By Organic User or Non-User)
Source: Organic 2008 Survey, The Hartman Group, Inc. Feb 2008
