title: Consumer attitudes, knowledge, and consumption of organic yogurt.
abstract: The segment of organic products occupies an increasingly important place in dairy assortments. The European Union (EU) introduced a new EU organic logo in 2010 with the aim of harmonizing its organic sector and boosting consumer trust in organic food. This study focuses on organic yogurt and investigates consumer awareness and knowledge of the new EU logo. Consumers evaluate organic yogurt as superior compared with conventional yogurt on healthiness, environmental friendliness, quality, and safety. More frequent buyers of organic yogurt have a stronger belief that organic yogurt is superior. The willingness-to-pay for organic yogurt ranged from a premium of 15% for nonbuyers to 40% for habitual buyers, indicating the market potential for this product. A structural equations model reveals the positive association between knowledge, attitudes, and the frequency of purchasing and consuming organic yogurt. Nevertheless, consumer awareness of the EU organic logo remains rather low, which suggests a need for more effective information campaigns and marketing actions.
authors: Department of Agricultural Economics, Ghent University, 9000 Gent, Belgium. Electronic address: ellen.vanloo@UGent.be.
authors: Ellen J
authors: EJ
authors: Van Loo
authors: Department of Agricultural Economics, Ghent University, 9000 Gent, Belgium.
authors: My Nguyen Hoang
authors: MNH
authors: Diem
authors: Department of Agricultural Economics, Ghent University, 9000 Gent, Belgium.
authors: Zuzanna
authors: Z
authors: Pieniak
authors: Department of Agricultural Economics, Ghent University, 9000 Gent, Belgium.
authors: Wim
authors: W
authors: Verbeke
mesh_terms: D000293:Adolescent; D000328:Adult; D000367:Age Factors; D000368:Aged; D003258:Consumer Behavior; D004522:Educational Status; D004651:Employment; D005062:European Union; D005260:Female; D005515:Food Labeling; D005518:Food Preferences; D063427:Food Quality; D058870:Food, Organic; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D040541:Marketing; D008875:Middle Aged; D012737:Sex Factors; D012923:Social Class; D013649:Taste; D015014:Yogurt