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May 16, 2003 Table of Contents 1. Introduction......................................................................................(3) 2. Theory behind "We are what we eat" Post modern views on "Consumption" and "Self Concept"...........................(4) 3. Greens in Senate, Organics in the Market Brief summary on consumption of organic products..................................(5) 4.Who is buying Organic Food ?..............................................................(6) 5. Why people buy organic? What do they "expect"? Motivation and Organic Product............................................................(7) 6. What should and could be done? Marketing Implications.........................................................................(10) 7. It is a rare chance Conclusion........................................................................................(11) 8. References.......................................................................................(12) 1. Introduction Although most of the food purchasing decisions are …

…McGraw-Hill, Tokyo. 12. Minor, M. and Mowen, J. 1998, Consumer Behavior, fifth edn, Prentice-Hall, New Jersey. 13. O'Riodan, T. 1991, "The New Environmentalism and Sustainable Development", The Science of the Total Environment, 108, pp.5 -15. 14. Queensland Government, Department of Primary Industries "Drivers of consumer behaviour" Organic food -summary, http://www.dpi.qld.gov.au/bsu/11480.html, (accessed: April 2003) 15. Zeitner, R. 2000, "Australia Organic Products, Organic Market Continues to Expand" Foreign Agricultural Service, Global Agricultural Information Network, GAIN report AS0027, pp.1-2.