What you can do responsible consumption: study on the factors that motivate consumers to buy responsible food products

Organization

Équiterre

Published

2007

Summary

This study aims to identify the main factors that motivate consumers to buy responsible food products (organic, fair trade, local). This research includes a review of studies already performed on the subject and related issues, albeit these studies were relatively scarce and often purely academic. The research also includes a pan-Canadian survey conducted with 1,700 people from the general population. Lastly, interviews with merchants allowed us to know about their views on consumer behaviour and expectations, to assess their level of awareness, and to identify the stakes involved in marketing responsible products. We then applied the totality of these data to propose solutions, recommendations, and measures for promoting responsible food consumption. These recommendations address merchants, consumers, consumer or socio-environmental organizations, governments, and certifying bodies – in short, all those who can positively influence the passage of this sector from niche to mainstream distribution.

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OCA Funded Research
This research received funding support through the Office of Consumer Affairs' Contributions Program.

Contact information

Source: Consumer Policy Research Database