How the Interplay between Consumer Motivations and Values Influences Organic Food Identity and Behavior

Torben Hansen, Maria Ingerslev Sørensen, Marie-Louise Riwerts Eriksen

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Abstract

This study develops a baseline model specifying expected relationships between consumer motivations (health, environmental, and social consciousness), organic food identity, and organic food behavior. Based on an online survey of 1176 Danish food consumers, we investigate whether these relationships are influenced by different levels of personal values (self-transcendence, openness to change, self-enhancement, and conservation). We find that health consciousness has a higher positive influence on organic food identity with higher levels of all four investigated personal values. When openness to change is low, health consciousness has a positive effect on intentional organic food behavior through organic food identity, whereas social consciousness has a negative effect on intentional organic food behavior through organic food identity. Our results provide guidance to those seeking to segment organic food markets based on consumers’ motivations and values.
Original languageEnglish
JournalFood Policy
Volume74
Pages (from-to)39-52
Number of pages14
ISSN0306-9192
DOIs
Publication statusPublished - Jan 2018

Bibliographical note

Published online: 21 November 2017.

Keywords

  • Organic food behavior
  • Organic food identity
  • Personal values
  • Consumer organic food motivations

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