Factors affecting organic food consumption behavior of German and an opportunity for Thai Entrepreneurs

Abstract

Consumer behavior have changed nowadays, Health-conscious and safety food are popular and increasing constantly. Not only Aged consumers or working people are taking care about their health, consume organic and clean food but also popular among generation Y and generation Z as well. At present, the number of organic food is continuously increasing around the world. From the statistics, the growth rate of the consumers indicated that the major global markets of organic food consumers are America and Europe. In 2014, the market value of organic food consumption showed that Germany reached to € 8.4 Billion which was the first place of European market and the second place in global level, next below America. According to the research, the German consumer behavior is influenced from both external and internal factors. The internal factors are health conscious motivation and nutritional value and attitude toward safety food.While, the external factors are label, products information, and packaging; while, Although Germany is the most potential organic food market in Europe, the internal production capacity is not relevant to the country’s demand. However, the policy trade deregulation in Europe is now facilitating the international investment, especially the import policy of Thai products. Thus, Thai entrepreneurs must develop and improve their process from farming to deliver to meet Thailand and International standard. Therefore, from all points of view, it is favorable opportunity for Thai entrepreneurs to take a chance and export Thai organic food to Germany supporting Thai government’s policy as “Kitchen of the World”