Building consumer demand for organic food (original) (raw)

Frank, Darius-Aurel; Thøgersen, John and Zanoli, Raffaele (2026) Building consumer demand for organic food. Policy Brief #7 OrganicTargets4EU. IFOAM Organics Europe, Brussels.

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Document available online at: https://organictargets.eu/policy-briefs/

Summary

Strategies to boost demand for organic food rely on giving information to consumers and appealing to their motivation. Our experimental study reveals that availability and assortment are equally crucial for increasing organic choice. Competing marketing and sustainability messaging divert attention away from organic. Attractive organic offers are a key lever for increasing organic purchase. Policy and retailers need to address unsubstantiated sustainability claims that undermine organic demand. Different, substantiated sustainability claims need to be coordinated to avoid cannibalising on the organic market.
Policymakers can contribute to stimulating consumer demand for organic products as a strategic lever to reach ambitious goals for organic sector development. The aim should be to make organic the easy default for everyday shopping—visible, trusted, and affordable.

EPrint Type: Report
Agrovoc keywords: Englishorganic agriculturehttp://aims.fao.org/aos/agrovoc/c\_15911Englishpolicy briefshttp://aims.fao.org/aos/agrovoc/c\_4ceffa55Englishconsumer behaviourhttp://aims.fao.org/aos/agrovoc/c\_1821
Subjects: Farming Systems Food systems > Policy environments and social economy
Research affiliation: Denmark > AU - Aarhus University European Union > Horizon Europe > OrganicTargets4EU International Organizations > International Federation of Organic Agriculture Movements IFOAM > IFOAM Organics Europe Italy > Univ. Politecnica delle Marche (prev. Univ. Ancona)
Horizon Europe or H2020 Grant Agreement Number: 101060368
Related Links: https://cordis.europa.eu/project/id/101060368, https://organictargets.eu/
Deposited By: Padel, Dr Susanne
ID Code: 56902
Deposited On: 20 Feb 2026 12:33
Last Modified: 20 Mar 2026 09:10
Document Language: English
Status: Published
Refereed: Not peer-reviewed
Additional Publishing Information: The item was published online

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