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Flemington, NJ, August 5, 2009 – A new national media study among 308 viewers of a news clip featuring a recent study which claims there is no added nutritional value in organic food products revealed that the majority (65%) will not change their purchasing behaviors.
The study was conducted by HCD Research using its MediaCurves.com® website on August 4, to obtain viewers’ perceptions of a news clip regarding a recent study conducted by Britain’s Food Standards Agency (FSA), which claims that there is no added nutritional benefit in consuming organic food products.
The majority of respondents (71%) reported that the main reason why they purchase organic foods is that they are free of food additives (artificial colorings and preservatives), and 66% indicated that the main reason why they purchase organic foods is that they are lower in pesticide residue. Less than half (41%) reported that they buy organic foods due to the added nutritional value.
Among the findings:
“Please indicate the reasons you purchase organic food products. Select all that apply.”
|
|
BEFORE Viewing Video |
|
AFTER Viewing Video |
|
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Total |
|
Total |
|
Higher nutrient levels |
41% |
|
26% |
|
Better tasting |
38% |
|
34% |
|
Free of food additives (artificial colorings and preservatives) |
71% |
|
65% |
|
Lower pesticide residues |
66% |
|
71% |
|
To support organic farms and farmers |
38% |
|
37% |
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Organic farms and food keep surrounding communities healthier |
37% |
|
36% |
|
Other |
10% |
|
10% |
“Have the results of this FSA study changed your purchasing behaviors
with regards to organic food products?”
|
|
Total |
|
Yes, I will be less inclined to purchase organic food products |
25% |
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Yes, I will be more inclined to purchase organic food products |
10% |
|
No change |
65% |
While viewing the video, participants indicated their levels of agreeability by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).
