Consumers who engage in gardening as a hobby also tend to share many sentiments familiar to the clean label movement, finds Packaged Facts in the report Home Gardening Consumer Insights.
Gardeners are more likely to prefer local stores and make extra efforts to buy locally grown food. They also are more likely to seek out organic, natural, and ethical/humanely raised foods, preferring food without artificial additives, reading product labels, and being willing to pay more for environmentally friendly products.
Further, gardeners are less likely than the general population to believe that advertising presents a true picture of products—distrust of corporations and marketing is a key sentiment of many clean label consumers, who think that product labels such as nutrition panels “speak for themselves”.
Home gardeners may tend to share many clean label sentiments because growing food from seeds or plants is an authentic experience that does not involve industrial farms, food processors, or brands. People who are “closer to nature” are more likely to think that food directly from nature is the simplest, most nutritious, and best.