A comparison of organic-certified versus non-certified natural foods: Perceptions and motives and their influence on purchase behaviors

The present study investigates how consumers perceive organic-certified versus non-certified natural foods relative to each other, compares motives for purchasing them, and explores how these influence purchase behaviors toward the combined natural foods category. Analysis of a USA shopper survey finds there are still pronounced differences in perceptions, trust, and willingness to pay. Some 57% of respondents agree at a level of 4 or 5 (out of 5) that there are differences between organic-certified and non-certified natural foods. Mean levels of trust for natural and certified organic labels are 2.67 and 3.50 respectively. Consumers are willing to pay price premiums of 25% and 37% for non-certified and organic-certified respectively. Results show shoppers have shared and different motives for purchasing. No added growth hormones and No artificial additives or preservatives are the two reasons that appear in the top five for purchasing organic-certified and non-certified foods. Other top five reasons for organic-certified are agriculture oriented: No chemical pesticides, herbicides, or fertilizers, No antibiotics, and USDA organic certification. Other top five reasons for non-certified are processing oriented: No artificial flavors, colors, or sweeteners, Minimal processing, and No high fructose corn syrup. Some of these differences influence intended purchase behaviors. Trust in organic-certified and non-certified labels affects willingness to pay. Four of the organic-certified attributes have a relationship with one or more of purchase frequency, number of items per trip, weekly spending, and willingness to pay.