Knowledge and Consumption of Organic Food in New Zealand

Despite the increase in demand for organic food in NZ, research into consumer knowledge and attitudes has not kept pace. We know little of consumer awareness of organic food properties that may differentiate the organic from the 'conventional', such as the absence of pesticides and fertilizers in production, and preservatives in sale. Since this generally cannot be determined at the point of sale or consumption, the organic certification label stands as a proxy. Consumer awareness of differing labels is vital if organic products are to continue to attract market premiums, critical to the rapid growth of the sector. This paper presents research results from interviews with 188 Auckland consumers for on their consumption of organic food, and their awareness and knowledge of the food qualities and the certification schemes that underpin the organic food system