It is said that Australia organic market has marked a record in 2014 and promised to continue growing. Indeed, according to Australian Certified Organic (2014), organic industry has earned about $1.72 billion equals to 15% growth since 2009. It comprises all fields relating to organic such as food, cosmetics and household products. Furthermore, Australia is also seen as having the largest area of organic land with 22 million hectares (Langley 2014).
Australian Certified Organic
As recognised as the most leading certifier for organic and biodynamic products, Australia Certified Organic offers services for qualification and certification to all industries with national standards and is well acknowledged throughout Australia as well as other areas such as Asia, Europe and the US (Australia Certified Organic 2016).
Being certified as “organic” is an important factor so that the products can be reached by consumers’ hands. One-third of the buyers admitted that they only purchase organic products if it was officially certificated (Langley 2014).
What are the reasons that consumers prefer organic products than others?
Many questions have been asked whether organic products are worth to the amount of money consumers spending since it is known as more expensive than conventional products. There are also some doubts that organic products are really beneficial to consume or not. In order to clarify many uncertainties, some studies have been conducted to discover a deep understanding about consumer behaviour towards organic products.
Health becomes one of the most influent motivation for consumers, especially for elders and family with the arrival of children (Hjelmar 2011, p. 341). Consumers believes that organic products, foods for instance, are better and healthier than conventional foods because it does not contain any chemists and pesticides. Consumers also pay attention to the quality of organic products with the usage of natural raw materials.
- Social influence
As stated above, family is one of main reasons why purchasing organic products becomes a habit. It is reported that individuals change their frequent consumption or lifestyle due to the change in family such as single to married, becoming a parent or in the period of raising a child (Hjelmar 2011, p. 340).
- Marketing campaign and mass media
Hjelmar (2011, p. 342) also pointed out the impact of marketing campaign and media play on consumers’ attitudes about organic foods and their routines on daily shopping. The example given is how consumers react toward the meat they consume daily after having knowing about the process of raising and collecting “that” meat.
Any issues regarding organic products?
- The availability and resources of organic products.
One of cause that prevents the use of organic products is the convenience in purchase (Lockie et al. 2004). For daily and grocery products, consumers prefer to shop at market with a wide range of products. If consumers cannot find organic products in a supermarket, they tends to buy non-organic instead rather than going to another place looking for organic items (Hjelmar 2011, p. 340). The amount of organic items existing is also an issue because it depends of domestic production and condition of organic farm.
Due to its unique production and process, organic products usually have a higher price than conventional products. Many consumers have to maintain a balance household budget so that it is difficult for them to purchase organic products regularly.
By Thanh Truc Duong – 215241883
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