Factors Influencing the Choice of Organic Food in Modern Russia

The present research aims to answer the question, what factors influence the choice of organic food in Russia. The paper provides a broad review of literature, including works of such world-famous specialists, as Bourdieu, G.Zimmel, P.Sorokin, B.Malinovsky, M.Douglass and K.Levi-Strauss. The mixed method strategy was applied. At the first stage, the semi-structured interviews were carried out, at the second - online survey was conducted. Being in the condition of permanent uncertainty and a lack of awareness in the issue constructs a private image of organic food and pluralization practices, related to this kind of nourishment. It is possible to allocate the following factors influencing the choice of organic food practices: the beliefs connected with health and the beliefs connected with the natural environment. There were also found out several obstacles to proper maintaining organic food practices: high costs, difficulties in geographical accessibility, also in special cases, the mistrust of the organic food certification. Based on the study one constructs a socio-demographic profile of the respondents practicing such diets. Organic food practices among respondents are generally female, more than 40% of respondents are at the age of less than 25 years, a third – from 25 to 34 years. There was also found out some differentiation among the practices of organic food and the factors affecting choice of this nutrition among group respondents who practices it.