Anish Neti

The Effect of Demographics of the Overall Perception of Organic Food

Abstract: Organic food is more influential and controversial than ever before with the organic market growing every year. However, a declining number of people actually know what the organic label stands for and how it affects a consumers’ perception. Current research has addressed this idea, however, very few studies have looked into the effect of demographics on organic food perception (specifically value and price perception, and their relationship). Adults between the ages of 18-80 are the ones currently buying food and who this research would affect the most. Participants  took a survey designed to assess their overall value of the organic label and their overall perception of the price of food based on the label, both in relation with their demographic groups, all to determine the correlation between demographic group and perception. A multitude of statistical analysis strategies determined that price perception is a more general cognitive bias, while value perception is more individualistic based on demographic, and that price and value perception acted independently. Future research is required to find an actual possible causal relationship between demographics and perception. To do this an actual experiment must be conducted with randomly selected participants. 

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