The market for organic food has increased considerably over the last decade due to consumer’s increasing awareness of both health and environmental issues (Soler et al., 2008). This growth in demand is expected to continue in the coming years, even though the situation differs from one country to another in term of type and quantities of production (Vindigni et al., 2002). The future of organic will, to a large extent, depend on consumer demand. Thus, a consumer- oriented approach to understanding organic agriculture is important not only in its own right, but also in terms of a response to shifting.
