The Organic Marketing Report recently released by Academics Review contains an analysis of more than 200 published academic, industry and government research reports into why consumers adopt organic product purchasing behaviors. The review concludes that:“Research studies clearly show that food safety and health concerns are the primary drivers of consumer organic purchasing. Further, research reveals that other factors, such as sustainability, environmental claims and even organic certification, do not motivate general consumers to purchase organic products in the absence of health risk claims. Research by USDA, the organic industry and independent academic organizations also confirms that the use of the USDA Organic Seal is critical to conveying confidence in organic labeling claims, which the majority of consumers mistakenly believe to mean healthier and safer food products.”
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