Deciphering Organic Foods: A Comprehensive Guide to Organic Food Production, Consumption, and Promotion



Series: Green Research, Developments, and Programs
BISAC: GAR016000

This book discusses a variety of topics related to organic food production, consumption, and promotion. Written by experts in each of these fields, this book will interest consumers, academicians, marketing practitioners, as well as policy makers. Myths about organic foods are dispelled, and the code is cracked regarding the plethora of existing labels that have led to so much market confusion in recent years. New research findings regarding the environmental benefits (as related to sustainability) of organic food production, as well as the many nutritional and other personal health benefits of organic food consumption are discussed. The issues that lead to the price premium of organic foods, relative to conventional foods, are presented, and suggestions are provided regarding the types of foods that are worth paying the organic price premium. Marketers and advertisers of organic foods will find the overview of successful advertising tactics comprehensive and informative. Similarly, pet owners considering the switch to organic pet food will enjoy reading about this emerging market and will receive vital information to help them in their decision making. (Imprint: Nova)

Table of Contents

Table of Contents


Chapter 1. Consumer Awareness and Motivation for Organic Food Consumption: Exploring the Environmental and Health Considerations Surrounding the Production of Organic Food; Understanding Perspectives on Organic Products from the Consumer, Producer and Retailer
Mark Mulder (Pacific Lutheran University and Richie Liu, Oklahoma State University)

Chapter 2. Pricing Disparities: When is it worth Paying a Price Premium for Organic versus Conventional Food?
Kim Sheehan (University of Oregon and Charles Deitz, University of Oregon)

Chapter 3. Consumer Decision-Making Process for Organic Food
Jyoti Rana (DAVCentenary College)

Chapter 4. Promotional Strategies for Organic Food Marketing
Hayk Khachatryan and Alicia Rihn (University of Florida, Chengyan Yue, University of Minnesota, and Ben Campbell, University of Georgia)

Chapter 5. Selling Organic Foods Through Conventional Retail Stores
Shahidul Islam (MacEwan University and Varghese Manaloor, University of Alberta)

Chapter 6. Cracking the Code of Organic Food Labels – Consumer Confusion about Label Claims and Practitioner Guidelines
Jeffrey R. Carlson (University of Richmond and Bill Bergman, University of Richmond)

Chapter 7. Catching and Keeping Consumers’ Attention: Incorporating Eye Tracking into Organic Marketing Research
Hayk Khachatryan and Alicia Rihn (University of Florida, Ben Campbell, University of Georgia, and Chengyan Yue, University of Minnesota)

Chapter 8. Introduction to Global Markets and Marketing of Organic Food
Susanne Padel (Organic Research Centre, Elm Farm)

Chapter 9. U.S. Organic Production and Marketing
Catherine Greene (U.S. Department of Agriculture)

Chapter 10. Organic Pet Food – Is it Worth it?
Jennifer C. Kareklas (Bloomingrove Veterinary Hospital)



“This book presents important and useful insights pertaining to organic food marketing. In a market where both consumer interest in as well as confusion about these products is high, this book provides perspectives and guidance to scholars, practitioners, policy makers, and consumers on how to make more informed decisions and, consequently, enhanced choices about organic foods. This compilation of views weaves together the divergent and sometimes competing themes that exist about these products such as despite consumer beliefs that organic foods are better for them, consumers also dismiss as marketing hype the information on organic food labels. The result of this book’s assembling of organic food marketing viewpoints is an interesting, compelling, and needed synthesis of this divergent topical area.” – Les Carlson, Nathan J. Gold Distinguished Professorship in Marketing, University of Nebraska-Lincoln

“This book offers an expansive primer into the growing and rapidly evolving world of organic food production, marketing and consumption. It presents a cross-cultural, multi-method view of various issues facing the organic food market, including labeling issues, willingness-to-pay and market trends. It offers a broad introduction with valuable practical recommendations that would be of use to students and practitioners alike.” – Lucy Atkinson, Associate Professor, Stan Richards School of Advertising & PR, Moody College of Communication, The University of Texas at Austin

Additional Information

This book will interest consumers, academicians, marketing practitioners, as well as policy makers interested in organic production and organic consumption. The book could also be appealing to advertisers of organic foods, as some chapters provide valuable insights for promoting organic brands.

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