In this regard, it is noteworthy that most studies indicate that the main difference between organic and
conventional foods is that the former are more environmentally respectful (Vega et al., 2010). However, with regard
to other features such as healthfulness, quality, taste and smell, where organic foods are assumed to be superior to
their conventional counterparts, there is more controversy. In fact, Brennan et al. (2003, p. 391) conclude that
‘Although consumers have developed beliefs that organic foods are healthier, more nutritious and taste better, these beliefs are generally scientifically unproven’. In short, these varied consumer beliefs motivate the purchase of organic foods.