Consumers' perception of the health aspects of organic food.

Organic foods are grown using the principles of organic agriculture that are produced, processed and packaged without using chemicals. Th ey have been accepted due to their several perceived benefi ts over the conventional food. Health aspects of organic food are, in addition to the ethical, environmental, hedonic and "feel good" aspects, the main benefi ts that the consumers appreciate in organic food. Th is paper presents the results of a quantitative survey in the Czech organic food market. By using the factor analysis, it showed that the consumer perception of the health benefi ts of organic food can be viewed from several diff erent angles. Th ere were found three factors that explain 58.42% of variability, which are, based on their relationship with the original items, interpreted as the "knowledge and responsibility", "being aware, but lax" and "health is important, but not related to food". Th e fi rst factor contains enough knowledge related to the health care, the conviction of the importance of food choice regarding health and the active interest and eff ort to do something for one's health. Th e second factor contains enough knowledge related to health care, but is lacking the interest to apply the knowledge and to do something for one's health, and the third factor contains the conviction that health is an important asset, but the perception of the connection between one's health and food is absent.