Food terms of brand and attributes (Honkanen, Verplanken

Food choice, accordingto the FSA program, is “the selection of foods for consumption, which resultsfrom the competing, reinforcing and interacting influences of a variety offactors” (Buttriss et al, 2004, p.).Hunger is, of course, the major reason behind eating; nevertheless, it’s notthe determinant of what food to choose. Economic (cost, availability…),physical (education, skills…), social (culture, peers…), psychological (mood,stress…), attitude and beliefs determinants are what to include (Bellisle,2006). The interest in food-related issues is increasing to report an increasein media coverage of food-related topics. And so, people are becoming moreaware of what they eat; therefore, an intense rise of vegetarians and organicfood consumers occurred (Dreezens, Carolien, Tenbult, Kok & Vries, 2004). When speaking aboutorganic food, the first word to come to mind is “health”.

However, health isn’tthe case anymore; many researches says that organic food isn’t healthier thanconventional food. A line of studies project organic food choice to the ‘green’course; which is the environmentally friendly mind, as some people are beingaltruistic, that is aware of the harm to others. The second line of researchsuggests that values and beliefs are the determinants, mainly those related toeconomy, society and religion. Ecological motives, related to animal safety andstrong animal rights perspective, also lies in the organic food choice column.

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Coming to the last line of research referring to attitudes, in which thecustomer evaluates the food in the degree of favor or disfavor, and in terms ofbrand and attributes (Honkanen, Verplanken & Olsen, 2006).According to Lockie,Lyons, Lawrence & Grice (2004), the organic food consumption has largelyincreased due to the consumers’ commitment to what they perceive to be”natural”. The organic monitordesigned by FiBL checks a growth and strength in the global organic foodindustry towards 2007, reaching 46 billion U.S.

dollars sales of organic foodand drink. As shown in figure 2, sales tripled over the eight years; been 15billion U.S. dollars in 1999. And the expand was 5 billion U.

S. dollars a year.However, this massive growth faced a challenge of cost, leaving farmersdiscouraged from shifting to organic agriculture (