Clean and green: A review of organic food and its marketing in Australia

Over the last 50 years certified organic food has developed into the most visible global brand for a healthier and more environmentally sustainable food choice for consumers. This paper investigates why consumers in Australia are buying organic food and presents information that is accessible to industry practitioners. The main marketing challenge — which is shared with many other niche markets in the food industry including those selling other “clean and green” products — is the requirement to convince consumers in a cost effective manner of the superior “value” of their products relative to substitute products. For organic food it is that its unique features of superior health and environmental credibility are worth the extra cost. There is also the more general need to improve the visibility and credibility of the ‘organic brand’ amongst consumers. There are a number of methodological limitations associated with existing research that emerge from a reliance on consumer self-reporting (rather than actual behaviour) and demographic variables for consumer segmentation (which do not identify significant differences).