Shepherd Richard, Magnusson Maria, Sjödén Per-Olow
Food, Consumer Behaviour and Health Research Centre, Department of Psychology, University of Surrey, Guildford, UK.
Ambio. 2005 Jun;34(4-5):352-9. doi: 10.1639/0044-7447(2005)034[0352:docbrt]2.0.co;2.
There have been many studies of what influences consumers in their decisions to purchase or consume organic foods, mainly concerned with fresh organic foods. These show a discrepancy between attitudes and behavior with people being positive about organic foods but often not purchasing them. This discrepancy seems to be explained by the fact that consumers do not consider "organically produced" to be an important purchase criterion, that organic foods are not perceived to surpass conventional foods regarding taste and shelf life (two qualities rated to be of great importance), and because of the perceived premium prices of organic foods. In two Swedish studies, health benefits were demonstrated to be more strongly related to attitudes and behavior toward organic foods than were perceived environmental benefits. A new European Union (EU) project will investigate the influences on both fresh and processed organic foods and investigate the role of moral, ethical, and affective influences on choice across eight EU countries.
关于影响消费者购买或消费有机食品决策的研究有很多，主要涉及新鲜有机食品。这些研究表明，人们对有机食品持积极态度，但往往不购买，态度和行为之间存在差异。这种差异似乎可以解释为，消费者不认为“有机生产”是一个重要的购买标准，有机食品在口感和保质期（被认为非常重要的两个品质）方面并未被视为优于传统食品，还因为有机食品的价格较高。在瑞典的两项研究中，与对有机食品的态度和行为相比，健康益处被证明与对有机食品的态度和行为的关联更为紧密。一个新的欧盟项目将研究对新鲜和加工有机食品的影响，并调查道德、伦理和情感影响在八个欧盟国家的选择中所起的作用。
