What is Green Consumption

Food security has become a major social concern. Social entrepreneurs seeking to address this social concern aim to produce safe food products which cause no harm to either consumers or the environment. To achieve these social goals social enterprises apply business principles and practices one of which includes a marketing orientation. This involves thoroughly researching and understanding the targeted consumers so as to best satisfy their needs. This chapter reports on a study of organic food consumers so as to assist social enterprises aiming to target and satisfy their needs.