Consumer Knowledge and Perceptions About Organic Food

Oregon food shoppers' knowledge and perceptions about organic food were assessed in a statewide phone survey conducted 3 months after adoption of USDA's National Organic Program standards. Of the 637 interviewees, 77% reported household purchase of organic food in the past 6 months. Those with household members in environmental organizations were significantly more likely to purchase organic food frequently. About two-thirds gave positive word associations with "organic." Forty percent were aware that the USDA standards had gone into effect. Trust in the accuracy of the USDA organic label varied. Environmentally minded consumers are a potential organic market if trust is maintained.