This paper integrates and synthesizes the findings of published research on organic food consumption. We identify several themes that reflect the various rationales used by consumers when deciding to purchase organic food. The literature clearly indicates that the word ''organic'' has many meanings, that consumers of organic foods are not homogeneous in demographics or in beliefs, and that further research could help better describe the various constituencies that are often lumped together as ''organic food consumers''. The organic and broader food industries must better understand the variety of motivations, perceptions, and attitudes consumers hold regarding organic foods and their consumption if their own long-term interests, as well as those of other stakeholders of food marketing, are to be best served. We conclude with implications and suggestions for further research.

The authors contend that solutions to the most pressing environmental challenges will result from understanding and solving social traps such as the commons dilemma. They propose a synthesis for analysis and action to suggest that marketing's stakeholders can cooperate to contribute solutions and ultimately develop programs that help ameliorate the tragedy of the commons. Environmentalism will be one of the greatest challenges in the twenty-first century. The effect of marketing activities on environment preservation therefore matters increasingly to many marketers, consumers, and marketing policy scholars (e.g.

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