RSS
Home
Consumers say organics are too costly
Print
Email
RSS
Subscribe
.jpg)
A research study just released by the Garden Writers Association Foundation reveals that most consumers have positive associations with the word “organic,” but that there are significant barriers to their using more organic products. Study participants said that organic products are too costly, can be difficult to find and they don’t know what to buy and how to use it.
The research study was conducted in October 2008 through a series of 980 telephone interviews in regions around the country to be representative of the total US population.
Sixty-one percent of survey participants equated the word “organic” with environmentally or socially responsible practices. About half associated “organic” with foods safer to eat and more nutritious. But even more—70%--equated “organic” with costly to buy.
The word “natural,” on the other hand, didn’t have strong associations for most survey participants, with more than half not identifying any of the phrases tested or saying they weren’t sure what “natural” meant. Twenty-six percent of people said “natural” is not as good as organic.
According to the study, the key motivator to getting consumers to use more organic products is the assurance they would get an effective results for the same amount of money (80%). Sixty percent said they would need to be convinced that the product is just as effective as a non-organic product.
Cost isn’t the only factor though.
About half of the participants also said they would use more organic products if they could find them in the store or understand what to buy and how to use it.
About a third of those who have gardens say they either always or sometimes seek out organic products when buying lawn and garden products. These consumers say that they like to use organic products and that organics are safer.
One in five consumers say they rarely or never seek out organic products. These consumers usually say that organics are too expensive and that they simply don’t care to use them.
The bottom line is clear for manufacturers and marketers of organic gardening products: Although cost will continue to be a barrier until market conditions change and economies of scale can be achieved with organic products, there is still work to be done in educating consumers.
The education, however, is not just about where to find organic products and how to use them. Conditioned for years that perfection is the goal and can be achieved through chemicals (“Better living through chemistry!”), consumers need to be informed of the tradeoffs to the environment and human and animal health and how organic products can provide an acceptable result that is earth friendly.
You might also enjoy these:
You for reading! You can reach me at gardeningexaminer@gmail.com and can follow me on Twitter at @RobinRipley.
Did you also know I write about fresh foods? You can read my food columns at the D.C. Fresh Foods Examiner.
Click SUBSCRIBE below to receive notifications of new National Gardening Examiner columns.
Related Articles:
Comments
.jpg)
