Consumer attitudes, knowledge, and consumption of organic yogurt

Ellen J. Van Loo*, My Nguyen Hoang Diem, Zuzanna Pieniak, Wim Verbeke

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

107 Citations (Scopus)


The segment of organic products occupies an increasingly important place in dairy assortments. The European Union (EU) introduced a new EU organic logo in 2010 with the aim of harmonizing its organic sector and boosting consumer trust in organic food. This study focuses on organic yogurt and investigates consumer awareness and knowledge of the new EU logo. Consumers evaluate organic yogurt as superior compared with conventional yogurt on healthiness, environmental friendliness, quality, and safety. More frequent buyers of organic yogurt have a stronger belief that organic yogurt is superior. The willingness-to-pay for organic yogurt ranged from a premium of 15% for nonbuyers to 40% for habitual buyers, indicating the market potential for this product. A structural equations model reveals the positive association between knowledge, attitudes, and the frequency of purchasing and consuming organic yogurt. Nevertheless, consumer awareness of the EU organic logo remains rather low, which suggests a need for more effective information campaigns and marketing actions.

Original languageEnglish
Pages (from-to)2118-2129
Number of pages12
JournalJournal of Dairy Science
Issue number4
Publication statusPublished - Apr 2013
Externally publishedYes


  • Consumer behavior
  • Organic food
  • Organic yogurt
  • Structural equation modeling


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