Buying conventional foods or going organic? - A comparative study on the perceptions and consumption of organic foods in Germany and Korea -

Abstract

Ｔhe global organic food market has expanded substantially as growing and going organic has widely been perceived as being good for soils, ecosystems and people. Also considering the history of the organic movements, this study investigates the contemporary perceptions and consumption of organic foods in Germany and South Korea. This study concludes that given the historically different commitments to organic farming and marketing, organic foods in Germany have gone main-stream whilst in South Korea organic foods are essentially still much of a niche market. In Germany an organic industry has evolved and organic food awareness and consumption are strong．Ｍost consumers are above average income and education, and driven by ethical values for people, environment and animals. Many consumers also go organic because of a holistic healthy life style, trends and convenience. South Koreans, on a smaller scale - in particular mothers of young children, elders and high income groups – also purchase organic food mostly for health reasons. Here knowledge about organic food and intentions to go organic appear limited due to deficiencies in marketing and labelling, resulting in a lack of product distinction and trust in the quality of organic foods. To popularize organic foods in South Korea, greater efforts should be made to improve cost effectiveness, product transparency and reliability of organic foods, and understanding of consumer behaviour.