HKBU releases survey on consumer behaviour towards organic products and launches organic product app
05 Jul 2016
The Hong Kong Organic Resource Centre (HKORC) of HKBU recently released a survey on “Local Consumer Behaviour Towards Organic Food 2015”. Conducted between November and December 2015, the Centre interviewed a total of 764 members of the public from 18 districts in Hong Kong.
The survey found that around 70% of the interviewees had purchased organic products. Among them, one-third of the respondents said they purchased organic food “at least once every two weeks”. In 2015, over 2 million households in Hong Kong spent around HK$479 million on average a month on organic food, leading to an annual total spending of HK$5.8 billion. The same calculation method suggested that there was an increment of HK$1.4 billion compared with the annual total spending on organic food by local households in 2012. According to a projection by the Centre, annual total spending on organic food in 2016 would exceed HK$6.8 billion, indicating the enormous market potential for organic products.
The survey found that around 30% of respondents misunderstood “green food” or equivalent wordings to mean organic food, leaving room for the strengthening of education and labelling. In addition, it was found that 68% of respondents would rely on the presence of “organic certification label” on the products to differentiate organic foods from imitation products. In terms of awareness, the HKORC organic certification label was more recognised than the USDA (USA) label, with 55% of respondents saying they had seen the HKORC label before, 29% more than that for the USDA label.
Professor Jonathan Wong, Director of HKORC, also announced the launch of “OrganicBuy”, a new mobile app developed by the Centre to help members of the public search for local retailers and farms that sell certified organic products.