Consumer awareness of and perceptions on organic vegetables

With concerns of food safety and lifestyle diseases, efforts have been made to improve the quality of food consumed. Organic foods are said to be produced in "safer" conditions and are likely to cause less harm if any compared to conventionally produced food. But just do what consumers consider when they set out to buy food especially vegetables? Do they take keen interest on food safety or are there other bigger motivational factors? What do consumers think about organic vegetables? How do their perceptions influence their purchase of organic vegetables? Which group of people is likely to buy organic vegetables and which one is not likely to buy? Let's find out!