Organic farming and production are considered beneficial for the environment, as they reduce overall pollution of soil and bodies of water. Summarizing an actually complex issue from the the consumer point of view, organic product shoppers are therefore making two main decisions: healthy, sustainable consumption for themselves and individual contribution to protecting the environment. Organic consumption is, in turn, connected to climate change awareness.
Being an organic product consumer, more specifically, buying products labelled organic, implies that consumers should be able to trust that the label has been checked and awarded accordingly. Either they fully place their trust in the producer, or they make an additional effort to research the company, follow media coverage, report inconsistencies or quality deficiency. Shopping may still take place in traditional, familiar supermarkets which stock products sourced and produced organically, or in specialized stores. Most organic store customers stated their outlook on life was connected to valuing nature and being outside. Customers also had certain preferences when going grocery shopping. The majority preferred regional products from home. They also paid attention to product prices and looked for groceries produced sustainably.
