| Taking into consideration individuals’ cognitive reasoning, and assuming that consumption of organic food has involved a change of mind about food experiences and food habits, we have identified the concepts, stories and theories mentioned by respondents in their discourses about organic food. Regular consumers trust organic products because they believe that they are healthier and tastier than any other product. A growing stock of information supports their food choice and confidence in organic food. Occasional consumers have strong beliefs about the better taste and the higher quality of organic food in general. Non organic users sometimes perceive organic food as a new fashion, the last fad. Organic food is still confused with close ‘substitutes’, such... |
