Committed organic consumers

On Friday, 8th March Coventry University held its second focus group investigating perceptions of contentious inputs in organic agriculture. This time it was a selection of people who are already committed organic consumers. There was lively discussion and in addition to antibiotics and plastic (which were previously raised as concerns by a mixed consumer group), the role of supermarkets and perceptions of organic as a ‘fashion trend’ were scrutinised. With similar focus groups in Norway and Italy also underway we hope to gain a more detailed picture of perceptions of contentious inputs on which to base a larger Europe-wide survey.