Why organic food? A field study

Abstract

In Turkey, the production and consumption of organic food is still small-scale. The amount of organic product per capita annual consumption in Turkey was determined to be 1.3 euros. The most important reasons why this value is lower than EU countries are; income levels of consumers, difficulties in accessing organic products, consumer reluctance and expensive organic food that is sold in Turkey In this study, demand-side of organic products is tried to be defined by investigating consumers' attitude, thoughts and behaviours. For this reason a survey has been conducted in Istanbul with 205 consumers about organic product consumption. Survey results have been analysed using statistical methods. The results reveal that consumers show important differences in terms of organic product consumption, that the market is not homogenised and that a marketing strategy that is in accordance with consumer demands is necessary for success.