Consumer perception and behavior towards organic foods1. IntroductionPerception is the foundation on which a consumer bases their actions and reactions (Shiffman and Kanuk, 2010:172), consumers' perceptions are more important than their knowledge when motivations and stimuli are aroused by marketers. Consumer behavior can be defined as the way an individual searches for, purchases, uses, evaluates and disposes of services and products to satisfy a need (Shiffman & Kanuk, 2010:23). Perception is how an individual selects, organizes, and interprets stimuli in order to form a meaningful perception of the surrounding environment (Shiffman & Kanuk, 2010: 175). Motivation begins when a dormant need is awakened, this arousal can be positive or negative depending on the consumer's perception of the product or service. Dormant needs are needs that consumers are unaware of; the individual becomes aware of the need only once aroused (Cant et al., 2006:132). Maslow's hierarchy of needs explains the different levels of needs that must be satisfied to ultimately achieve self-actualization (Cant et al., 2006:133). Organic food is an agricultural product that does not use pesticides or synthetic fertilizers to create a more sustainable product (Shafie & Rennie, 2009:360). Beliefs about healthiness, goodness, animal welfare and respect for the environment are motivational actions that influence the purchasing behavior of organic foods. Most consumers are aware of organic food and the benefits it brings, advertising and newspaper articles encourage consumers to consume organic food to ensure a longer and healthier life (Hjelmar, 2011:338). Even with sufficient knowledge of organic foods, most consumers will not purchase them... middle of paper... will hunt for modified foods if the store does not sell organic foods, they just have a physiological hunger need to satisfy . It is clear that most consumers are aware of organic food products and can make informed decisions when purchasing food products. Positive perceptions towards organic foods can be found among consumers, but price and unavailability are the main reasons why consumers refrain from purchasing them. Ethical reasons, food quality, health, safety and family aspects are the main reasons why consumers buy organic food rather than modified food products. With the help of organic farmers to produce more organic products and distribute them equitably, and the mass media to publicize and inform consumers about the benefits of organic foods, an organic consumer base can be formed to support Earth conservation for future generations..