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Consumer Behavior in a grocery store

...... When asking a male consumer if he knew he had purchased organic produce, he said "no," that he was just getting the items on his shopping list. When the interviewer pointed out that the traditional produce was less costly, he still held on to the organic produce, saying it looked "healthier." It seems some consumers may not even know they are purchasing organic produce because the labels are small and often not noticeable, but when there is a choice, consumers make a marked effort to shop for organic produce and they understand they are paying more for naturally grown produce
Even in tough economic times, many consumers are willing to spend more on healthy food for their families. Studies indicate, "Consumers who say they are willing to pay more for organic produce than conventional produce range from 49 percent of the population (Harris Poll, 1989) to 81 percent (Weaver et al., 1992), and as many as 83 percent of the American public claim to be willing to pay more for foods grown with fewer chemicals" (Harris, Burress, and Eicher 9). Again, this is often in consumers with more disposable income, but not always. Many families are extremely concerned with