Economic and market research

Analysis of the organic product consumer


This line of research involves explorative and descriptive studies aimed at characterising the consumers of organic products and identification of their attitudes and purchasing behaviour in different territorial contexts.

Starting: 2.01.2004
Scheduled ending: 23.09.2019
Real ending: 23.09.2019


  • Analysis of the level of  knowledge about organic products
  • Analysis of consumer attitude and reasons for purchasing
  • Analysis of consumer attitude towards advertising of ethical-organic values
  • Analysis of consumer behaviour
  • Analysis of the attitude and consumer behaviour of specific  consumer groups and/or territorial contexts: users of organic school canteens; Arab immigrants resident in Italy, analysis of consumers in Turkey.


Research contributed to the following projects:

  • Regional Operative Plan 2000-2006 Measure 4.8: Project “Organic and Typical products from Apulia
  • Core Organic Project no. 1897: “Farmer Consumer Partnerships”
  • ABMed Project


·        Start of qualitive and quantitive research on organic product consumers in Puglia;

·        Open to further research in the sphere of Puglia Region’s Observatory of Apulian organic products.



  • Strengths

The use of investigative methodologies in different territorial contexts gives a more articulated view of the development possibilities of the markets for organic products.

In particular, research on consumer attitudes towards added ethical values of organic products is an integral part of a wider study carried out by a European partnership (University of Kassel, Germany; University of Natural Resources and Applied Life Sciences, Austria; Polytechnic University of Marche, Ancona, Italy; University of Aberystwyth, Wales; FIBL, Switzerland) on how the communication of ethical values affects European consumers of organic products.

  • Weaknesses

Prevalence of qualitative rather than quantitative analytical approach.

Reference person/s: Callieris Roberta /
Institutions involved:
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