How the interplay between consumer motivations and values influences organic food identity and behavior

Abstract

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Health motive and the purchase of organic food: A meta‐analytic review

“…The health consciousness and environment protection are considered the two most prominent motives in the organic food purchase; however, health motive dominates the environment motive (Magnusson, Arvola, Koivisto Hursti, Aberg, & Sjoden, 2003;Marette, Crespi, & Schiavina, 1999;Tregear et al, 1994;Wandel & Bugge, 1997). Health benefit is closely associated with individuals and family while environmental consciousness is more beneficial to the society (Hansen, Sørensen, & Eriksen, 2018;Magnusson et al, 2003;Tarkiainen & Sundqvist, 2005), therefore, individuals with health consciousness are more likely to take decisions which will improve their health (Becker, Maiman, Kirscht, Haefner, & Drachman, 1977;Prakash et al, 2018;Willer & Youssefi, 2007). Because they are aware and are more attentive to their health, they are, therefore, motivated to purchase products which are good for their health and improve their lifestyle and in doing this, they are said to adopt "healthy behaviour".…”

The Influence of “Euro-Leaf” Logo on Consumers’ Choices: The Italian Case of Branded and Private Label Food Products

“…Actually it is not possible to define precisely all the dimensions related to this offer. Scholars are still working to provide valid information on strategic aspects such as the market segmentation (Hansen et al, 2018;Peštek et al, 2018;Sultan et al, 2018), the role of awareness (Asif et al, 2018), the willingness to pay higher prices (Aschemann-Witzel, and Zielke, 2017), the country of origin (Thøgersen et al, 2017), the relationship with health concern (Apaolaza et al, 2018) or the perspectives on production (Popović et al, 2018). Analyzing the evidences from the market, increasing sales are registered.…”

Healthy food is nutritious, but organic food is healthy because it is pure: The negotiation of healthy food choices by Danish consumers of organic food

“…However, attitudes to production have evolved in a dialogue between producers and consumers, leading to developments in the perceptions of both parties (Lassen & Korzen, 2009). The non-sensory attributes of food products -in addition to their sensed qualities such as taste and texture -are important to organic consumers (Hjelmar, 2011;Magnusson, Arvola, Hursti, Åberg, & Sjödén, 2003); and among these non-sensory qualities personal health benefits are now considered to play the most important role in consumers' decisions to opt for organic (Hansen, Sørensen, & Eriksen, 2018;Apaolaza, Hartmann, D'Souza, & López, 2018;Rana & Paul, 2017;Honkanen, Verplanken, & Olsen, 2006). Studies have found that consumers who prefer organic food often describe both health and environmental concerns as motives behind their choice, but there is also some evidence that an expectation of health gains is the factor most likely to push consumers from a mere preference for organic products to actual purchases of them, overcoming the fact that organic produce is generally more expensive than the conventionally produced alternatives (Denver & Christensen, 2015).…”