Consumers' Attitude and Understanding of Organic Food: The Case of South Korea

In South Korea, with increasing numbers of consumers concerned about their health, interest in organic food has increased. However, consumption of organic food has not increased to the same degree. There are only a few studies related to organic food in Korea, and most organic food research has been in the fields of nutrition and quality of organic food. This study aimed to understand Korean consumers' perception and attitude toward organic food and to determine factors affecting choice of organic food. The results indicated that consumers' positive and negative attitudes, trust, and past experience contribute to their organic food choice.