A focus group study using four groups of food shoppers provides insights into consumers’ knowledge, beliefs, and behaviors regarding organic foods. Two focus groups consisted of shoppers who regularly bought organic foods and two focus groups of shoppers who predominantly purchased...

The growth in organic and local foods consumption has been examined using two different approaches to identify characteristics and motivations of food shoppers: market segmentation and economic models using multivariate analysis. The former approach, based on Means-end Chain theory, examines how...