What makes food ‘organic’? For many consumers, the answer isn’t always on the label

Résumé détaillé

New research explores how trust, personal values and everyday habits influence people’s choices about organic food.

“Organic” is a word we encounter every time we visit the supermarket. It’s also one that can mean very different things to different people.

Surveys show that taste, quality, environmental concerns and perceived health and safety benefits all influence consumers’ decisions to buy organic food. But less is known about how people interpret “organic” and incorporate it into their everyday lives.

Drawing on videos recorded by consumers themselves, my new research explores how these ideas influence people’s relationships with food.

It shows how the search for food they can trust can lead shoppers from supermarkets to growers and their own gardens, with important lessons for producers, retailers and researchers.

As in other countries, organic food in New Zealand is big business. Organics Aotearoa New Zealand’s 2025 market report showed the national organic sector to be worth NZ$1.18 billion in 2024.

While a 2020 government-led consumer survey found price was a barrier for most respondents who didn’t buy organic products, around three-quarters of all respondents still reported buying organic food or drink. So, what exactly are they paying for?

Organic agriculture is generally understood as a system that supports the health of soils, ecosystems and people. Certification helps ensure organic products meet recognised standards throughout the supply chain.

Yet my research highlighted that consumers don’t necessarily define organic food by what’s on the label.

Across three related studies, I drew on the experiences of 33 Chinese consumers of organic food, examining how trust, personal values and migration experiences shaped their food practices. While not representative of all Chinese or New Zealand consumers, the findings offer insights into how people practise organic living.

Début de l'article, extrait de The Conversation AU. Pour lire la suite, ouvrez l'article chez le média.