Organic Food at the Point of Purchase: The final hurdle

Joanna Henryks

Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review


Organic food has entered the mainstream and can no longer be viewed as a niche product and around 60% of consumers still purchase a mixture of organic and conventional food (Mitchell et al 2010). This paper focuses on understanding the barriers and facilitators to purchasing organic food at the final hurdle: the point of purchase (POP). Nine factors that influence buyer behaviour at the POP are identified and these are: consumer intention to purchase organic food when entering the retail outlet; visibility, location and access of organic food; whether consumers are familiar with the organic product; actual availability of the organic product; appearance; packaging; price; and labelling. These can often be the final hurdle to consumers choosing (or not) organic food at the POP.
Original languageEnglish
Title of host publicationProceedings of the 3rd Scientific Conference of ISOFAR : Organic is Life-Knowledge for Tomorrow. Vol.2: Socio-Economy, Livestock, Food Quality, Agro Ecology and Knowledge Dissemination
EditorsDaniel Neuhoff, Niels Halberg, Ilse A Rasmussen, John Hermansen, Charles Ssekyewa, Sang Mok Sohn
Place of PublicationGermany
Number of pages4
Publication statusPublished - 2011
Event17th IFOAM Organic World Congress - Namyangju City, Namyangju City, Korea, Republic of
Duration: 26 Sept 20115 Oct 2011 (conference detail)


Conference17th IFOAM Organic World Congress
Country/TerritoryKorea, Republic of
CityNamyangju City
Internet address


Dive into the research topics of 'Organic Food at the Point of Purchase: The final hurdle'. Together they form a unique fingerprint.

Cite this