Citizen and consumer evaluation of organic food and farming in Norway

Abstract

In this paper, we examine citizen and consumer attitudes towards, and preferences for, private and public goods from organic agriculture in Norway. The study is based on a survey among 939 Norwegians. The results show that in the role as citizens, the respondents hold a moderate belief in the superiority of organic farming concerning the production of public goods, but they give relatively low priority to prompting organic farming compared to other agricultural policy goals. In the role as consumers (choice experiment), the respondents were willing to pay for several attributes of organic food. Only 6% of the respondents buy organic food as often as they can. The most important reasons for buying organic food are health and environmental concerns, while animal welfare has little importance. Lack of perceived superiority regarding health benefits, taste, safety and environment are important reasons for not consuming (more) organic food among those who rarely or never buy organic food.