Abstract

The growth of organic products has been considerable over the last decade. The annual growth rate of organic food from 1995 to 2007 in the United States has been around 19% (Monier, Hassan, Nichèle, & Simioni, 2009), and in Canada of 20% (Anders & Moeser, 2008); making of this industry a relevant area of study. This research examines whether and to what extent brand and consumer characteristics influence consumers’ attitude toward and choice of organic food products. It considers the impact of brand history (organic versus non-organic brand) and brand credibility (low versus high), as well as the impact of consumer factors, such as scepticism, concern for the environment, price sensitivity, and knowledge. The results of a laboratory study show that the organic brand was better evaluated in terms of quality perceptions than the non-organic brand. This study was also able to demonstrate that, among consumers with high price sensitivity, quality perceptions towards organic products were amplified for the organic brand and diminished for the non-organic brand compared to their low price sensitivity counterparts. Consumer knowledge influences overall evaluation of the brands, being the organic one the best rated; and with respect to concern for environment and scepticism, significant effects were not found. Suggestions for future research and managerial implications are also discussed.