Consumers’ perception of organic product characteristics : a review

Consumer interest in organic products is growing alongside a diversification of the supply. In order to serve consumers actual needs and wants regarding organic products, those involved in the market need to be informed about consumers’ perception of organic products. Therefore, the state of research as regards consumers’ perception of organic product characteristics, including basic and additional characteristics, product labelling, product innovations and the range of products on the market is displayed in this contribution. A comprehensive literature analysis was performed uncovering not only the state of the art in the field including employed methodology, but also research needs. Most studies are published on consumers’ perception of organic products’ design and labelling. A trend towards the so called ‘organicplus’ positioning can be perceived, with many consumers expecting an extensive orientation towards sustainability. The diversity of product labels features prominently in related studies. The demand for reliable information, as well as the low degree of awareness of many labels amongst consumers becomes clear in these studies. To date, few results are available on consumers’ perception of packaging and design of organic products, and even fewer for consumers’ perception of range design. Both consumers’ perception of organic product innovation and valued added services are untouched so far.