News item | 15-12-2023 | 08:45
Consumers do their daily or weekly shopping quite routinely and therefore opt less for organic products. In addition, the price versus the expectation of quality of a product also plays an important role in whether or not consumers choose organic. Consumers who already regularly buy organic products attach great importance to a responsible choice. This is evident from a consumer survey by the Ministry of Agriculture, Nature and Food Quality.
In the context of the “Organic Action Plan”, the Ministry of Agriculture, Nature and Food Quality has investigated which factors determine whether a consumer does, does not or sometimes buys organic products. Based on quantitative research and statistical analysis, research agency Motivaction has concluded that habitual behavior, self-image (how the consumer sees themselves), and social norms are the main determinants of purchasing behavior. When asked about purchasing a specific product, milk and potatoes, price also plays a role in how often consumers purchase an organic product.
Minister Adema: “It sounds so easy: adjust the price and consumers will choose organic products, but there is so much more behind it. We are creatures of habit and consumers must also go along with the change towards sustainable products. Organic is a strong example of this. Because we are creatures of habit, I also look specifically at supermarkets: supermarkets know better than anyone else how to offer products attractively to consumers. Supermarkets can introduce their customers to the added value of organic production. For example, they can place the products at the right height on the shelves and ensure that the house brand, for example, is sustainable. Only together can we make our food system more sustainable.”
Habitual behavior and self-image
Consumers develop routines and habits during their daily or weekly shopping. Because this behavior develops over a longer period of time, it is difficult for consumers to change it. This does not happen automatically. Currently, a majority of consumers say they sometimes buy organic products. There is a small group that does this regularly or (almost) always: 19% often/always buy organic products in general; 16% often/always buy organic potatoes; 20% often/always buy organic milk. About a fifth think they are likely to buy organic products more often in the coming months than they do now. This mainly concerns people who already regularly buy organic. The intention to buy organic more often is lower or even absent among those who never buy organic products. In addition, whether or not to buy organic products is also a matter of self-image; does the current image of buying organic food fit with how consumers see themselves.
The added value of organic
Consumers who indicate that they do not currently purchase organic products feel that the higher costs of organic do not justify the higher price of the products. In other words, they do not find the benefits of organic products convincing or distinctive enough. The organic quality mark is the only sustainable food quality mark that has a legal basis. This means that the government checks the entire chain to see whether everyone adheres to the production rules for organic products. The ministry therefore sees it as its task to better explain the importance of organic production and thus the benefits for organic products. Organic fruit and vegetable growers only use pesticides and fertilizers of natural origin. Animals in organic livestock farming can go outside, have more space, receive organic feed and as few antibiotics as possible. In the Netherlands we already produce many organic potatoes, onions, milk, fruit, vegetables and meat.
Price of organic
Due to the responsible and smaller-scale production method, the costs of organic products are often higher. It is understandable that not everyone buys organic products if they are more expensive than non-organic variants. But if more people choose organic more often, more and more organic variants will appear in the supermarket and the price difference will also become smaller in the long term.
Next steps
Part of the “Organic Action Plan” is that organic agriculture must become a full-fledged part of the food market and that organic farmers are the leaders in the sustainable agricultural transition. A total of €26 million has been made available for 2023 and 2024 to stimulate the transition to organic and nature-inclusive agriculture. In addition, in June 2023, €50 million was made available to support a market program until 2030. In addition to this behavioral research, the ministry is already working with chain parties, such as supermarkets and farmers, on various projects to stimulate market development. These will be further elaborated in the coming period. Only with this collaboration: both increasing supply and stimulating demand is the goal of 15% organic agricultural area in 2030 achievable. RVO has a website to help (agricultural) entrepreneurs and anyone with questions ‘Organic Entrepreneurship Guide’ set up. Entrepreneurs can go here with questions about, for example, regulations, financing and scientific knowledge. A pilot has also been started at the central government to purchase a larger percentage of organic catering. A market development program is being set up at RVO and a knowledge agenda has recently been published. The results of the Motivaction research will be used as the basis for a broad communication campaign.