The Ethical And Environmental Effects Of Organic Food

Organic food has become popular all around the world. US consumers spent $39.1 billion on organic produce in 2014. Basically, the term organic refers to the way agricultural products are grown and farmed. (1) Organic food can only be defined if the production, handling, processing and marketing stages are following the organic standards, which is recognized by a certification body or approval of the country of origin. It emphasizes the process of planting, raising animals and ethical issues. For planting, the use of chemical pesticides is prevented. The farming process emphasizes crop rotation and biological pest control. For animal growing, no antibiotics or feed additives are available. For ethical aspect, genetic modification is prohibited.

According to research done by Renn Shaw Hughner (2), customers decisions are based on perceptions and subjective feelings. First of all, it presents the value as environmentally friendly (Universalism). For example, some companies build up their image as low environmental impact and grow locally. They can deliver the message that it is environmentally safe and citizen can consume them without concern. Companies deliver the ‘’concern for safety’’ message to the customers that you should care about your family and the environment so you should do something to prevent the harm from preservatives and additives. They point out that their competitors are potentially harmful to the environment. With such perception, customers with environmentalism concept are willing to purchase organic food.

Second marketing effect is the concept of egocentric fulfillment. It targets in audiences with certain income. Companies deliver the message that you know the importance of staying away from additives and want to feel good for your behavior and lifestyle. By consuming organic food, you can eat healthier and maintain better life quality. In this level, buying organic good is not only fulfilling hunger but to express support for a movement and reveal their

Compare with conventional farming, organic farming provides less productivity per acre of land. The increased demand for organic food would lead to larger organic farm, as a result, more fossil fuels and other resources could be applied. Moreover, labeling and certification requirements are being questioned and make the situation risky. The higher prices could reduce food production globally as well. (6)

As a normal student, I would choose to consume conventional fruits rather than organic fruits since the organic food generally charges 30-50% more based on my experience. Although the taste is more favorable and innovative, the price is still the biggest barrier to an individual with low income. However, the marketing implication did affect my consumption choice. Nowadays, advertisement and information from the media are forcing us to have a healthier lifestyle and maintain an attractive body shape. Organic food companies will invite different parties such as KOL and celebrities to try their product in a certain period. After that, they will share their personal experience such as good taste and fat loss to their followers or audience. The keep fit concept and healthy phenomena did force me to consume more organic food. Moreover, marketers of organic food inform consumers about why the price are higher. I can receive more information about organic food production and processing so I would feel good for buying