Who’s buying organic food and why? Political consumerism, demographic characteristics and motivations of consumers in North Queensland

摘要: The organic food market is one of the fastest growing sectors in Australia, with growth rates domestic retail averaging 50% from 2008 2010 (Australian Organic Market Report, 2010).  This paper focuses on identifying demographic characteristics buyers, motivational factors that drive purchase and role political citizenship choices. found buyer was generally female well educated, but age, income presence children household were not distinguishing traits. study suggests consumerism a driving force for consumption, which expressed distrust corporations; lack faith government; wider concerns over patterns agricultural land use within context sustainability tendency to engage boycotts sign petitions. Variables such as taste, product freshness animal-welfare important motivating factors. While consumers have enough knowledge distinguish between conventionally-grown organically-grown foods, there are gaps consumer’s level about all requirements standards. findings provide valuable input into literature what motivates consumption decisions. Implications marketing, educational campaigns labelling discussed.