| Summary: | The consumption of organic food has become and increasingly popular trend in Singapore. This graduation project starts off by asking the broad question of what motivates Singaporean Youth to buy and consume organic food. After which, four hypotheses were made pertaining to educational level, health reasons, trust in organic food labels and the availability of organic food. Ten Singaporean Youth were interviewed and the results showed that health reasons and trust in organic food labels was what pushed these interviewees to consume organic food, thus proving hypothesis two and three. The theory of planned behavior and Schwartz’s value model was also used to explain organic food consumption behavior. From this paper it was proven that education in the benefits of organic food, health reasons and trust in labels and the need for more organic food is what really motivates these interviewees to consume organic food.
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