Abstract
This research paper explores French consumer behaviour towards organic food with a particular focus on Brittany. The paper evaluates the demand towards these types of products as well as understanding the main motives for organic food consumption. The research question investigates: ‘What are the main drivers in consumer behaviour that influence organic food consumption in Brittany?’ This research contributes to the current body of literature by providing up-to-date information with a focus on a specific demographic area that is relevant in the organic food industry in Europe. The results are based on primary research, by conducting a survey among French consumers. Drivers that have the most strength in predicting organic consumption behaviour in Brittany are health benefits, absence of genetically modified organisms (GMOs), environmental impact and price. Variables that have a relatively weak influence are certification warranties, natural appearance of the product and availability. The study provides insight into this growing industry and forms a basis for further research.
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