The controversy between altruistic and egoistic values as determining and explanatory factors of organic food
consumption raises suspicions that it is not an end in itself but a means: consumption of organic foods leads to
improved health and is perceived to be safer and of higher quality than conventional foods. Consumption is not
viewed as an expression of environmental values. Therefore, it seems that consumer beliefs about the benefits of
organic products (healthy, safe, better tasting) outweigh the ambiguity as to whether or not consumption of organic
foods is superior to that of conventional. The term 'organic' has positive connotations in food, so the term 'organic'
can be assumed to be a heuristic cue or indicator of perception.