Misión

Arguments for buying organic food may differ among types of consumers and across countries. In some countries, the conversion to organic farming has been promoted as part of a general policy to decrease environmental impacts of agriculture. Consequently promotion of organic food may be based on the perception of products being

environmentally friendly. In that case consumers are expected to attempt to improve society by the very individualistic action of buying food – in other words to base consumption on altruism. Another approach to promotion of organic food is to refer to individual preferences of the consumer, for instance concerning individual health and/or food safety

as indicated by organic food being sold through health-food shops (see chapter 3).

Different arguments used by retailers in attempts to convince consumers to buy organic food are detailed in table 5-1, together with the priorities given in each country. The issue of price was not included in the question but was mentioned spontaneously by only few national experts. As organic products often command a higher price than conventional products (see chapter 6), the table in reality reflects which arguments are used by retailers to convince consumers to buy organic products despite the higher price. Whereas in chapter 4 it was described how organic products complied with normal food market standards, the aim of this section is to find out which special qualities organic traders find so attractive that they expect consumers to react positively.

The arguments of food safety and health are the most important ones in 12 countries. However, in some countries, such as Germany and

Denmark, it is not legal to advertise organic food with the food safety argument. For this reason sales outlets may prefer to advertise other arguments – especially the one of ‘environmental protection’ which received first priority in both cases. Even in these two cases the legal ban on health arguments has not completely excluded this type of arguments, because they are referred to indirectly as reflected in the second rank of food safety/health arguments in both cases. ‘Environmental protection’ is ranked highest in four countries but second in seven countries and thus in total is the second most important argument in the marketing of organic food across countries. The predominance of the food

safety/health and environmental protection argument is, in fact, so strong that only Norway does not include food safety/health or

environment protection among the two most important sales arguments. Instead the main argument in Norway is the same as the only argument mentioned by Ireland – the specialities in the way of farming.

In Denmark and Germany, the observation is made that even though retailers’ promotion emphasises environmental issues, consumers buy organic for food safety reasons. In Denmark, a developmental trend seems visible since environmental protection was the main consumer motivation in the early 1990s (Michelsen 1996). Originally, organic farming in Denmark developed on the basis of close relations to the development of agri-environmental policy, which was strongly supported by voters and consumers. In recent years, however, food safety came high on the national political agenda and – it seems – on the consumers’ agenda as well.

Overall, ‘nature conservation’ is ranked third. However, among the countries in which it is ranked first – France and Austria – only a weak distinction is drawn to the argument of environment protection. Taste is the most variable factor, with almost one half of countries putting this topic close to the top of the list, and others at the bottom. Only in the Czech Republic is taste mentioned as the most important argument, but this is also the only country in which no price premiums are obtained (see chapters 2 and 6). Animal welfare issues are overall the least used

list as a sales argument of an organic product, while in poultry it is taste, and in cereals the environment.

Table 5-1: Ranking retailers’ arguments when marketing organic food. Rank

Nature

conservation Environment protection safety/health Food Animal welfare Taste Others

AT1 1 2 4 3 5 0 BE 5 2 1 4 3 0 DE 4 1 2 5 3 0 DK 3 1 2 4 5 0 ES 4 2 1 0 3 0 FI2 3 3 1 5 2 6 FR 1 1 1 5 4 0 GB6 _{(2) 2 1 3 0 0} GR 4 3 1 5 2 0 IE3 nd nd nd nd nd nd IT 3 3 1 5 2 0 LU 3 2 1 4 5 0 NL4 4 1 2 3 5 6 PT 0 0 1 0 2 0 SE5 2 5 4 3 1 6 CH6 (2) 2 1 3 4 0 CZ7 6 3 1 4 1 4 NO8 3 3 5 3 5 1

Source: Own data

Note: Ranking scores are adapted in accordance with supplementary comments from national experts

1 _{AT: Author’s adoption of reports of several answers in each category.} 2 _{FI: Other argument: Domestic production.}

3 _{IE: Main argument: What organic farming is about.} 4 _{NL: Other argument: Price.}

5 _{SE: Author’s adoption of reports of several answers in each category. Other argument: Quality.} 6 _{GB and CH: Nature conservation is usually seen as part of environment protection.}

7 _{CZ: Other argument: New product.} 8 _{NO: Other argument: The way of farming.}

1 = highest rank, 2 = second rank etc. Equal rankings accepted nd = no data available

In summary, there are strong similarities in the arguments used by retailers to sell organic food across the 18 countries. The food

safety/health arguments are clearly the most important ones, with the environment arguments running a close second. Taste is third, and nature conservation and animal welfare are fourth and fifth, respectively.