In view of the results it can be concluded that the term 'organic' plays an important role as a heuristic cue to
superiority and that organic foods are purchased by consumers who value health, safety, quality, authenticity and
naturalness in food. Thus, the preservation of the environment is not a final motivation, but mediator. In this context,
it is noteworthy that from the clear and objective relationship between organic food and environmental preservation,
consumers have developed other connections between the term 'organic' and important consumer values in terms of
food. These connections are made by consumers who have reinterpreted the meaning of 'organic' to suit their
consumption behavior. As a result of this, the term 'organic' is a word with a strong evocative power, a key heuristic
trigger or a set of meanings developed and inferred by consumers. Therefore, the mere use of the word 'organic'
evokes powerful connotations about a product that undoubtedly increases its value to consumers. Organic means
better, not because the manufacturer communicates it, but because the consumer thinks it.