Secondly, users of the organic supermarket namely MOTHER’S supermarket showed a strong commitment to organic food. They shop at MOTHER’S on the grounds that it is a natural food shop. They have a tendency to visit multiple natural food stores and opt for natural produce when buying foods. 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).