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Abstract
Organic food market is very challenging in Europe and developing rapidly with different
rates between western and eastern part. Consumers have raised great interest to
healthy and tasty diet with high nutritional compounds, confidence in food safety, environmental
and animal welfare concern and also sustainability. The objective of this
paper is to gain knowledge about attitudes toward organic fruits and vegetables among
European Union (EU) consumers. Results indicated that organic buyers tend to be
younger and higher educated than those who do not buy them. In addition, consumers’
trust in the authenticity of the goods and price are also issues. According to the research
results an important task for the producers will be to increase consumers’ knowledge
of what an organic product is and how to differentiate it in the marketplace.
Along with knowledgeable and educated consumers, consumption could be raised on
another level.