Exploring the ‘Organic’ Attribute in the Perception of Iconic Foods

Abstract

One of the strategies that farmers have used to differentiate their products and increase the perceived value in the eye of the consumer has been to sell organic products. Nevertheless, as demand for organic foods has not risen in the same way as for other food products, it is reasonable to suppose that the effectiveness of this strategy is not universal and can vary as a result of other factors. This study explores the impact of the attribute ‘organic’ on typical, culturally strong or iconic products by using focus groups to examine perceptions of olive oil in Spain. The results indicate that the positive connotations of the word ‘organic’ have less effect on the overall appreciation of products that hold richer meanings for consumers (iconic products), as is the case for olive oil in Spain. The results also suggest that the word ‘organic’ has a greater effect (a) the less the product is valued or the less important it is to consumers; (b) the more consumers consider the product and/or its processing to be less complex or sophisticated; and (c) the less cultural richness or identity the product possesses.