Organic and Non-Organic Consumer Knowledge, Values, and Information Seeking Behavior

While organic food products are becoming increasingly popular, it is unclear how much consumers understand about what the USDA Organic certification actually means, to what extent organic and non-organic consumers’ values vary, and whether these consumers display different information-seeking behavior when food shopping. We surveyed a nationally representative sample of American households to gain a better understanding of the knowledge, values, and information-seeking behavior of the organic and non-organic consumer landscape. We found that while the majority of organic consumers considered themselves to be highly knowledgeable about organic food, they had incomplete knowledge similar to non-organic consumers. While organic consumers’ values generally aligned with the USDA guidelines, there were disconnects related to a misunderstanding of organic foods. Organic and non-organic consumers’ food-related values and label-reading practices also varied. In addition, we found that many consumers have mixed shopping practices, demonstrating the nuanced nature of the organic consumer landscape.