Organic food and green values: an educated choice

Interest in organic food is developing slowly in New Zealand, gradually attracting attention from the general public. With just 1.16% of agricultural land in organic production, it is misleading for New Zealand to market itself as 100% pure, and then expect international tourists to eat chemically enhanced food. This study of motives for eating organic food is based on data collected in Scotland and California, where surveys and interviews were undertaken with 30 participants who choose to eat organic food. Preliminary results indicate that organic food choices are strongly related to being well educated, and motives are primarily around environmental concerns and personal health. Motives for ethical purchasing choices are discussed.