Expressed sensory preferences for foods: What are the differences between organic customers and non-organic customers?

There have been few studies on the links between the parameters of sensory preference and the rate of consumption of organic food. With this background, the present exploratory online study was conducted. 294 consumers completed a questionnaire about the frequency with which they purchased organic products, together with their sensory preferences. Factor analysis was used to extract four major dimensions of sensory preferences - natural flavor, gustatory experimentation, sweetness and perfect appearance. The results show that organic buyers and non-buyers and organic buyers of different intensity only differ in relation to natural taste. The results are of importance for the development of marketing strategies for organic food.