Valborg Kvakkestad, Helge Berglann, Karen Refsgaard og Ola Flaten
In the role as consumers (choice experiment), the respondents were willing to pay for several attributes of organic food. Only 6% of the respondents buy organic food as often as they can. The most important reasons for buying organic food are health and environmental concerns, while animal welfare has little importance. Lack of perceived superiority regarding health benefits, taste, safety and environment are important reasons for not consuming (more) organic food among those who rarely or never buy organic food.