Image Configuration of Organic Food and its Motivation for Consumption

Abstract

The search for organic food has been growing in recent years due to the concern with health and the environment. Evidence shows that the image of organic food can be configured from hedonic meanings, through the symbolic and social dimensions and utilitarian meanings, through the rational and sensorial dimensions. Thus, we sought to identify the configuration of organic food image for its customers and motivations for consumption. Based on a survey of 275 organic food customers with the Image Configuration Method (ICM), it was identified that the central image of these customers is formed by attributes related to non-agrochemical products, health, natural food, healthier food, and preserving the environment, strengthening a predominance of hedonic meaning. Furthermore, the motivations for consumption are linked to a concern with healthier and non-agrochemical food.