Why the Norwegians do not drink organic milk: An analysis of differences in the consumption of organic milk in Germany and Norway

Numerous studies have examined the consumption of organic products in various European countries and found a higher consumption of organic products in the northern European countries as opposed to the southern countries. While Germany is taking a pioneering position in Europe with the largest European market, Norway is falling out of this pattern. Based on a model determining organic consumption from a cross-national perspective developed by Thøgersen (2010) this study analyses, why significant differences in organic consumption of organic milk occur between Germany and Norway. Furthermore, it is discussed whether organic farming is a viable option for Norway since conventional farming in Norway is already considered as very environmentally friendly. The results of this study point to the weaknesses of the Norwegian organic market and give policy suggestions to resolve this. They contradict the widespread opinion among Norwegian consumers that Norwegian agriculture is almost organic. Norwegian agriculture is of no degree less industrialized than German agriculture; their problems are simply perceived to be of a lesser extent by consumers.