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Background: Organic food is the fastest growing sector of the U.S. food market. It is a common belief that organic food is healthier and more environmentally friendly when compared to food grown and processed conventionally. Despite presumed benefits, our objective was to answer the following questions: • Why do consumers choose organic, especially when faced with a higher average price? • Is there scientific evidence that organic foods are healthier than their conventional counterparts? This project built on a previously conducted demographic and shopping habits survey by our partner agency, City Market, of Burlington, VT.


Robert Luby, MD, University of Vermont College of Medicine

Caroline Homan, City Market


City Market


Educational and Community-Based Programs, Health Communication and Health Information Technology, Nutrition and Weight Status

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 3.0 License

Organic Produce: Consumer Perceptions and Practices