Understanding Danish Consumer Intentions: A Multifaceted Examination of Organic Produce Purchases

Abstract

This paper examines which factors influence consumer intention towards the purchase of organic produce, in the respective food categories of meat, dairy and vegetables. Using influential factors from the theory of planned behavior together with factors from the empirical literature, the study identifies which factors show a significant positive impact on consumer intention and how it affects the different categories. Through linear regression models employed in the analysis, the study finds that environmental knowledge, attitude, and attitude towards health has a significant positive impact across all the categories. Furthermore, the analysis illuminates that subjective norms and perceived behavioral control towards availability has no significant impact across all the categories. The analysis also shows that differences between the categories exist, as the factor perceived consumer effectiveness has a significant positive impact on meat, yet not on dairy and vegetables. Whereas the factor perceived behavioral control financial has a significant positive impact on dairy and vegetables, yet not on meat. The paper proceeds to discuss the relevance of these findings compared to the recent market data.