Consumer perception and behavior towards organic food1. IntroductionPerception is the foundation on which a consumer bases their actions and reactions (Shiffman and Kanuk, 2010: 172), consumers' perceptions are more important than their knowledge when motivations and stimuli are elicited by marketers. Consumer behavior can be defined as the way an individual searches for, purchases, uses, evaluates and disposes of services and products to satisfy a need (Shiffman and Kanuk, 2010: 23). Perception is the way in which an individual selects, organizes and interprets stimuli in order to form a meaningful perception of their environment (Shiffman & Kanuk, 2010: 175). Motivation begins when a latent need is aroused; this excitement can be positive or negative depending on the consumer's perception of the product or service. Dormant needs are needs that consumers are not aware of; the individual only becomes aware of the need once he is awake (Cant et al., 2006: 132). Maslow's hierarchy of needs explains the different levels of needs that must be satisfied to ultimately achieve self-actualization (Cant et al., 2006: 133). Organic food is an agricultural product that does not use pesticides or synthetic fertilizers in order to create a more sustainable product (Shafie & Rennie, 2009: 360). Beliefs regarding health, taste, animal welfare and environmental protection are motivational actions that influence organic food purchasing behavior. Most consumers are aware of organic foods and their benefits. Advertisements and press articles encourage consumers to consume organic foods to ensure a longer and healthier life (Hjelmar, 2011: 338). Even with sufficient knowledge about organic foods, most consumers will not buy them...... middle of paper ...... chase away modified foods if the store does not sell organic foods, they do not have only a physiological need for hunger to satisfy. It is clear that most consumers are aware of organic food products and can make informed decisions when purchasing food products. Consumers have a positive perception of organic foods, but price and unavailability are the main reasons why consumers are hesitant to purchase them. Ethical reasons, food quality, health, safety and family aspects are the main reasons why consumers purchase organic food over modified food products. With the help of organic farmers to produce more organic products and distribute them equally, and mass media to promote and educate consumers about the benefits of organic foods, an organic consumer base can be formed to support the conservation of the Earth for future generations..