Whether Organic Food Labelling Can Attract More Consumers’ Attention

Whether organic food labelling can attract more consumers¡¯ attention

Prepared to:

Jeff. Heyl

Prepared by:

Haosen Liu (1102420)

Due Date:

22/03/2017

Research Questions

With the increasing of marketing¡¯s development and consumers¡¯ preference, more and more consumers are trending to purchase health commodities, organic food therefore as one of these products in the market can meet the increasing requirement of customers. At the same time, shareholders also can achieve profit from it (Falguera, Aliguer, & Falguera, 2012).

There two pieces of evidence which can indicate why consumer are interested in organic food. Falguera et al. (2012) stated that if consumers have achieved foundational living demands, majorities of them will expect to enhance their needs of psychological wellbeing. Additionally, many food scandals have undermined consumers¡¯ trust on the food chain of the traditional food; therefore, they are trending to buy organic food because organic products must sell with an organic labelling, which means manufacture process is according to natural principles.

In the market (supermarkets or online shopping), consumers can natural select organic food because each of them has an organic labelling. However, there are two questions have been generated after reading some literature. The first one is that what are efficient methods can improve consumers to confidence organic food when they are purchasing?

It is, of course, that consumers do not completely trust all kinds of organic food. First of all, under the impact of profit interests, some shareholders cannot ensure the whole process of food chain meet the organic food requirements (Falguer et al., 2012). If media has reported this negative information, consumers will doubt organic food is safe or not. Another evidence is that the price of organic food sometimes is higher than traditional food. Most consumers therefore only glad to purchase some organic food which price is a little greater than regular food (Ferjani, Reissig, & Mann, 2010).

From consumers¡¯ point of view, they expect that consuming every one dollar can achieve the relevant value. Thus, providing the real deal of organic food to consumers can establish these products¡¯ credibility. As a consequence, the number of users who are willing to pay for the organic product is going to increase in the future.

From companies¡¯ point of view, the important target for them is profit. However, if the degree of trust on organic food is too small, they cannot obtain their expected profit. And then, there are many adverse impacts on the industry

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