U.S. College Students' Organic Food Consumption BehaviorPaperback, 11 November 2009

As the organic market continues to grow, interest in United States (US) consumers' organic food purchasing and consumption behavior have emerged as essential research topics. The aim of the present study was to obtain an in-depth understanding of US college students' purchasing and consumption behavior with regard to organic food products. Three consumer behavior models were employed for comparison. Based on the behavior models' constructs, different college students' organic food consumer groups were profiled. In addition, with the increasing consumer demand for health, food safety, and nutrition, the relationship between individuals' health consciousness and their organic food purchasing and consumption behavior was also examined. Today's college students are on emerging market for the foodservice and retailing industries in the next decade and beyond. Industry service and product providers could benefit from the study findings by developing tailor-made marketing strategies to better meet the service and product expectations of college students.