Moreover, the place is one of the reason for consumers to buy organic food that it may be a shopping mall or bazaar where is the place the consumers prefer to purchase. For example, users of the organic supermarket namely MOTHER’S supermarket showed a strong commitment to organic food. These tendencies attest to their strong adherence to natural products. We surmise that this adherence is presumably backed up by a strong consciousness for health and safety. These results indicate the existence of a stable consumer segment in Japan, which translates the concern for health and safety translates the concern for health and safety into purchasing behaviour (Sakai & Ogawa, 2005).