The Psychology Behind Buying Organic Food


Source: foodnavigator-usa.com


Food suppliers and retailers have been using what psychology describes as emotionally charged words or phrases that have a tremendous impact on the personal choice of shoppers regarding the kinds of food products that they purchase. This is one of the most influential techniques that encourage consumers to turn towards the different products that are out in the market. This technique, together with some outdated ones, already existed even before, only that today they have become more high-level and sophisticated.

What Are Organic Products?

What’s organic is usually what’s in these days for consumers all over the world, but the truth is that most of us do not know what organic means and how it’s different from the other types of food. The view is that products that are said to be organic are healthier and cleaner and represent a group of foods that were planted and sown without any preservatives or pesticides added. There are, however, certain guidelines established by the Organic Trade Association should be followed before a product can be certified as truly organic. Specifically, the product must be void of ionizing radiation, genetically modified organisms, preservatives, artificial ingredients, and pesticides.

Stairway To Organic Buying

According to research, consumers are inclined to start buying one organic product, which begins their exploration of the organic industry. This leads them to purchase more organic products, especially when they have found a great liking of their first organic buy. Shoppers soon look for the ‘natural’ or ‘certified organic’ label almost always when they go grocery shopping. They are now easily convinced through persuasive messages and advertisements.

This ‘organic escalator’ has encouraged consumers to disregard the relatively high prices of organic products often. Once they are convinced, they tend to stay within the organic environment for long-term, which may be because they have seen some positive outcomes with buying these products. Initially, shoppers first purchase organic milk and eggs and then expand their horizons. Research also reveals that shoppers were buying and eating organic food or drink at least once a week.

Source: flickr.com

What Is The Organic Way Of Living?

In a psychological aspect, there is a valid explanation of why a consumer buys organic food. He considers consuming organic products as a way of living and believes that this ‘habit’ of his has contributed to the positive values and changes that he has realized since then. This is not only seen in the consumer but also in the environment as a whole. Some of the values that the consumer reports he associates with are:

  • Universalism, protecting people and the ecosystem surrounding us
  • Ecology or our harmonious relationship with nature
  • Kindness, helping others improve their lives
  • Independence in thought and action

It is not difficult to see why these values are considered pivotal and why consumers can relate to these values. In 2016, the sales of organic products jumped to almost 9%, which reached $43 billion in America alone. Additionally, there have been no studies or trials that refuted the benefits of consuming organic food and drinks.

More and more potential buyers have been convinced to support organic products, as they continue to find more compelling reasons to purchase organic, one of which is the parents’ belief that practicing their kids to eat organic will help prevent disease and other health conditions. Another reason that is quite appealing to many is the fact that they are helping small and medium-scale farmers, some in their communities. Support for local agriculture and their workers is also a major objective of organic consumers.

About The Marketers

These individuals are tasked to show how certain products are healthier than the products that we were used to buying, and how many organic products are much healthier than the traditional ones. They convey an independence of action by refuting the usual system and advertising their products in a way that they are different, unique, and better. Eventually, the consumer’s mindset shifts and marketers build their brands and together work towards a common goal: to be able to penetrate the majority of consumers who are most interested and eager to change to an organic way of life. They usually start with dairy products like milk and eggs and then continue to the other products such as whole-wheat cereals, bread, meats, and drinks, among others.

Bottom Line

Source: pixabay.com

Reassuring and convincing consumers to purchase all-organic is a win for everyone – for the consumer because they’re truly much healthier, for the local workers, for popular major brands, and marketers as well. This is because the market allows higher prices for these organic products. One can determine whether organic sales have risen in your community is by monitoring the metrics throughout the whole annual sales cycle.





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