Important legal notices
Home Index Introduction Index by contract number Index by coordinator Other information

Consumer decision-making on organic products

Contract number : QLK1-2002-02446
Contract type : Shared Cost Project
Total cost : Under negotiation
EC contribution : Under negotiation
Starting date : not yet determined
Duration : 36 Months
Scientific Officer : Jürgen Lucas
Project website : not yet available
Prof. Dr Richard Shepherd
University of Surrey
School of Human Sciences
GU2 7XH Guildford
United Kingdom
Tel.: +441483689449
Fax: +441483689553
E-mail: r.shepherd @

The market for organically produced foods remains relatively small. If it is to increase then there needs to be a systematic and scientific examination of the consumer decision-making processes involved in the choice between organic and non-organic foods. This project brings together a multidisciplinary team to examine this topic. It combines the development of methods for the segmentation of consumers based upon values and the elicitation of affective (emotional) associations and moral concerns. It involves the development of a theoretically based consumer decision-making model and the testing of this model in several EU member states and in identified consumer segments. It will provide information on the role played by values and by affective associations and moral concerns in consumer decision-making on organic foods and provide novel insights into the marketing of organic foods in the future.


The overall objectives of CONDOR are:

  • To provide a basic understanding of the processes involved in consumer decision-making on the purchase and consumption of processed and fresh organic foods;
  • To model consumer choice of organic foods based on attitudes, values, affective and moral concerns over eight EU member states.

In order to achieve this, the project also has the following specific objectives:

  • To develop methods for the elicitation of moral concerns and of emotional influences on the choice of organic foods;
  • To develop methods for identifying segments of consumers based upon their values;
  • To integrate these values, moral concerns and emotional components into an integrated model of consumer choice of organic foods;
  • To test this integrated model of choice across EU countries and identified consumer segments.
(expected) Results and achievements

CONDOR will provide:

  • Novel methods for uncovering emotional and moral concerns which might influence the choice of organic foods;
  • Methods for segmenting consumers based on their values;
  • Databases of consumer attitudes, values, emotional and moral concerns in relation to organic foods;
  • An understanding of cross-European differences in the impact of emotional and moral influences on the choice of organic foods;
  • Dissemination to stakeholders, including industry, consumer groups and NGOs, via a website and through brochures and workshops targeted at particular stakeholder groups;
  • A final report synthesising the implications for the European marketing of organic foods.

This project will be the first to examine attitudes and behaviour in relation to both fresh and processed organic foods and to do so across EU member states. It will provide a better understanding of the motivations underlying consumer behaviour and hence have direct implications for the development of EU industry in this area, for consumer representatives and for consumers themselves.


VTT Biotechnology
02044 VTT
Istituto Nazionale di Ricerca per gli Alimenti e la Nutrizione
via Ardeatina 546
00178 Roma
Agricultural University of Athens
Department of Agricultural Economics
Iera Odos 75
11855 Athens
Universidad de Murcia
Anda. Teniente Flomesta 1
30100 Murcia
The Aarhus School of Business
The MAPP Centre
Haslegaardvej 10
8210 Aarhus V
Bundesforschungsanstalt für Ernährung
Institut für Ernäehrungsökonomie und
Haid-und-Neu-Straße 9
D-76131 Karlsruhe
Uppsala University
Department of Public Health and Caring Sciences
Uppsala Science Park
75183 Uppsala

Fifth Framework Programme

PDF Version


Volume 1 (PDF 2.9 MB)


Volume 2 (PDF 1.9 MB)


Last update



[ Index ]    [ Introduction ]    [ Index by contract number ]    [ Index by coordinator ]    [ Others ]