Investigating the Interaction Between Organic and Local Foods in the Mediterranean: the Lebanese Organic Consumer’s Perspective

Organic products often interact with local/traditional food; this relationship is particularly relevant for many Mediterranean countries and could play an important role in contrasting the conventionalisation of organic agriculture and differentiating organic products in an increasingly competitive global market. The goal of this study was to investigate the interaction between organic and local/traditional food in Lebanon from the perspective of an organic consumer. The attitude toward both their present interaction and possible developments were investigated. Interviews with 146 consumers were conducted at the farmers market and specialised shops in Beirut, where organic and local/traditional foods (baladi) are sold. The data collected from the questionnaires were analysed using descriptive and inferential statistical analysis (structural equation model, t-test and ANOVA). The results show that the integration of organic and baladi foods seemed to be accepted largely as a future perspective; recent food scandals made baladi foods less reliable, which has negatively affected the contemporary organic consumer’s attitude toward the relationship between baladi and organic products. The only statistically significant results emerged when this facet of consumer responses was analysed. Younger and wealthier organic food consumers, prone to integrate the more appealing gastronomic characteristics of local/traditional foods in their diet (foodies), seemed relatively more accepting of a joint marketing of organic and baladi foods. The farmers market seemed to play a central role in supporting a positive interaction between organic and baladi foods.