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Cited by 311Organic Food and AgricultureConsumer Attitudes and Food LabelingConsumer behavior in food and health

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

Open access
Hansen, Torben, Sørensen, Maria Ingerslev, Eriksen, Marie-Louise Riewerts·2018·Food Policy
DOI 10.1016/j.foodpol.2017.11.003
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AI snapshot

Written from the paper’s full text.

TL;DR

This study tests an organic food identity model in which health, environmental, and social consciousness relate to organic food identity and intentional organic food behavior, with Schwartz personal values as moderators. In a weighted Danish survey of 1,176 consumers, health consciousness positively and social consciousness negatively predicted organic food identity, while identity-to-behavior mediation depended on personal values.

Key findings

  • In the baseline SEM, health consciousness positively influenced organic food identity (β=0.58, p<0.01), social consciousness negatively influenced it (β=-0.28, p<0.01), and environmental consciousness was unrelated to organic food identity. Organic food identity was not related to intentional organic food behavior in the baseline model with controls.
  • Control variables: organic food involvement was positively related to organic food identity (β=0.54, p<0.01) and intentional organic food behavior (β=0.53, p<0.01); social norm was positively related to behavior (β=0.16, p<0.01); perceived organic food price (β=-0.29, p<0.01) and age (β=-0.03, p=0.03) were negatively related to behavior; gender was negatively related to identity (β=-0.06, p=0.01), with females more likely to develop positive organic food identity.
  • Health consciousness had a stronger positive effect on organic food identity at high versus low levels of conservation (β=0.66 vs 0.51), openness to change (β=0.61 vs 0.50), self-enhancement (β=0.63 vs 0.56), and self-transcendence (β=0.72 vs 0.45).
  • Moderated mediation: organic food identity positively influenced intentional organic food behavior when openness to change was low (β=0.10, p=0.03) and when self-transcendence was low (β=0.12, p<0.01), but not when these values were high. Health consciousness had a significant indirect effect on behavior through identity when openness to change was low (95% CI [0.02,0.24]) and when self-transcendence was low (95% CI [0.01,0.28]), but not when those values were high.

Methods

  • Data were collected by AudienceProject in March/April 2016 from an online Danish consumer panel; 1,176 respondents completed usable questionnaires. The sample was 45.2% women, mean age 57.4 years (range 15–86), and post-stratification survey weights were used for gender, age, income, and education because the sample differed from the Danish population (p<0.05); weighted results are reported.
  • The model used latent variables for environmental, health, and social consciousness; organic food identity; intentional organic food behavior; four Schwartz higher-order values; and controls. Estimation used structural equation modeling with confirmatory factor analysis and a structural part in SPSS Amos 24 with maximum likelihood.
  • Moderating effects were tested with multiple-group latent variable SEM and chi-square difference tests using median splits for personal values; moderated mediation was tested with bias-corrected bootstrapping. A segmentation analysis generated four segments.

Limitations

  • Stated: the study focused on only three consumer motivations, so additional motivations such as animal welfare, lack of confidence in conventional foods, and nostalgia may further detail results.
  • Stated: the study analyzed one society/culture, limiting generalizability; organic production guidelines and trust in certifying authorities vary across countries, and cultural characteristics such as uncertainty avoidance may matter.
  • Stated: the study used an online survey of Danish consumers about intentions, not non-hypothetical market behavior, and used perceptive self-report measures that could generate biased responses. Evident from the text: the design is cross-sectional, and the authors note SEM does not provide definitive causal evidence.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.1016/j.foodpol.2017.11.003

Cites

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Statistics

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Claims the paper makes

0 of 54 cited sources checked · 0 supported · 0 flagged

  • Findingown data

    The final sample deviated from the Danish population aged 15-86 on gender, education, and income level (p<0.05).

    “χ²-tests of differences between sample and population frequencies on each of these criteria produced p-values <0.05.”
    Quote in the paperNot a substantial claim
  • Findingcitation

    The measurement model fits the data reasonably well (RMSEA=0.057, CFI=0.92, NFI=0.90).

    “The root mean square error of approximation (RMSEA=0.057),the comparative fit index (CFI=0.92)and the normed fit index (NFI=0.90)suggest that the measurement model fits the data reasonably well (Bagozzi and Yi, 1988).”
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  • Findingown data

    The measurement model yields a chi-square of 3351.23 (d.f.=753 p<0.01).

    “The measurement model yields a chi-square of 3351.23 (d.f.=753 p<0.01).”
    Quote in the paperSubstantial claim
  • Findingcitation

    The Hoelter(0.05) estimate (n=264) suggests that the lack of absolute fit can be explained by sample size.

    “However, the Hoelter(0.05)(Hoelter, 1983) estimate (n=264) suggests that the lack of absolute fit can be explained by sample size.”
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    • cites Hoelter, 1983 source

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  • Findingown data

    No moderated mediating effects could be investigated for conservation since organic food identity did not influence organic food behavior for any of the two levels of conservation.

    “No moderated mediating effects could be investigated for conservation since organic food identity did not influence organic food behavior for any of the two levels of conservation.”
    Quote in the paperSubstantial claim
  • May combine two claims. 22
  • The quote only partly states this claim. 2
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    Findingown data

    Men were overrepresented and income and educational level were both above average when compared to the population.

    “Specifically, men were overrepresented and income and educational level were both above average when compared to the population.”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingown data

    When openness to change is on a low level, health consciousness had a significant indirect effect on organic food behavior through organic food identity (95% CI = [0.02,0.24]), whereas the indirect effect was non-significant when openness to change is on a high level (95% CI = [-0.18,0.08]).

    “When openness to change is on a low level, the results indicated that health consciousness had a significant indirect effect on organic food behavior through organic food identity (95% confidence interval [CI] = [0.02,0.24]), whereas the indirect effect was non-significant when openness to change is on a high level (95% confidence interval [CI] = [-0.18,0.08]).”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingown data

    Segments 1 and 4 represent respondents with mostly low vs. high levels, respectively, of motivational variables, organic food identity, intentional organic food behavior, personal values, organic food involvement, and social norms.

    “A segmentation (cluster) analysis generated four segments (see Appendix B for details) with segments 1 and 4 representing respondents with mostly low (segment 1) vs. high (segment 4) levels, respectively, of motivational variables, organic food identity, intentional organic food behavior, personal values, organic food involvement, and social norms.”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingown data

    Segment 4 comprises more females, with higher educational level and lower perceived price level, than segment 1 respondents.

    “In addition, segment 4 comprises more females, with higher educational level and lower perceived price level, than segment 1 respondents.”
    Quote in the paperNot a substantial claim

  • May combine two claims.

    Findingown data

    When self-transcendence is on a low level, the indirect effect of health consciousness on organic food behavior, through organic food identity, was significant (95% CI = [0.01,0.28]), whereas the indirect effect was non-significant when self-transcendence is on a high level (95% CI = [-0.28,0.07]).

    “When selftranscendence is on a low level, the results indicated that the indirect effect of health consciousness on organic food behavior, through organic food identity, was significant (95% confidence interval [Cl] = [0.01,0.28]), whereas the indirect effect was non-significant when self-transcendence is on a high level (95% confidence interval [Cl] = [-0.28,0.07]).”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingnone given

    Perceived organic food price was more negatively related to intentional organic food behavior with higher levels of openness to change, self-enhancement, and self-transcendence, respectively, and with lower levels of conservation.

    “Also, perceived organic food price was more negatively related to intentional organic food behavior with higher levels of openness to change, self-enhancement, and selftranscendence, respectively, and with lower levels of conservation.”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingown data

    The indirect effect of social consciousness on intentional organic food behavior, through organic food identity, was negative and significant when openness to change was on a low level (95% CI = [-0.35,-0.03]), whereas the indirect effect was non-significant when openness to change was on a high level (95% CI = [-0.11,0.04]).

    “Also suggesting moderated mediation, we found that the indirect effect of social consciousness on intentional organic food behavior, through organic food identity, was negative and significant when openness to change was on a low level (95% confidence interval [Cl] = [-0.35,-0.03]), whereas the indirect effect was non-significant when openness to change was on a high level (95% confidence interval”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingnone given

    Organic food involvement had a higher positive effect on organic food identity with higher levels of conservation and self-enhancement, respectively, and with lower levels of self-transcendence.

    “Organic food involvement had a higher positive effect on organic food identity with higher levels of conservation and self-enhancement, respectively, and with lower levels of self-transcendence.”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingown data

    Competing model 4 suggested a strong relationship between organic food identity and intentional organic food behavior (β=0.94, p<0.01) indicating that a positive bivariate relationship between organic food identity and intentional organic food behavior does exist.

    “This competing model suggested a strong relationship between organic food identity and intentional organic food behavior (β=0.94,p<0.01) indicating that a positive bivariate relationship between organic food identity and intentional organic food behavior does exist.”
    Quote in the paperNot a substantial claim

  • The quote only partly states this claim.

    Findingown data

    At low levels of openness to change, social consciousness has a negative effect on intentional organic food behavior through organic food identity.

    “social consciousness had a negative effect on intentional organic food behavior through food identity”
    Quote in the paperSubstantial claim

  • Classified as probably not a substantial claim.

    Findingown data

    A review of the percentage change on the agglomeration coefficient suggested a four-cluster/segment solution.

    “A review of the percentage change on the agglomeration coefficient suggested a four-cluster/segment solution.”
    Quote in the paperSubstantial claim

  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing). May combine two claims.

    Premisecitation

    Values are trans-situational goals that serve the interest of individuals or groups and act as principles that guide people in their lives and in their behavioral considerations.

    “Values are trans-situational goals that serve the interest of individuals or groups and act as principles that guide people in their lives and in their behavioral considerations (Schwartz and Sagiv, 1995).”
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    Premisecitation

    Health consciousness can be regarded as a more egoistic motive, social consciousness as a mixture of egoistic/altruistic motives, while consideration for the environment is more altruistic.

    “Health, environmental, and social consciousness differ in the sense that health consciousness can be regarded as a more egoistic motive (benefits the individual), social consciousness as a mixture of egoistic/altruistic motives (benefits her/his family) while consideration for the environment is more altruistic (benefits the environment rather than the individual) (Magnusson et al., 2003).”
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    Premisecitation

    Consumer values are central to consumer decision-making and can be described as broad psychological constructs that could affect consumers' attitudes, interests, and behavior.

    “Consumer values are central to consumer decision-making and can be described as broad psychological constructs that could affect consumers' attitudes, interests, and behavior (Grebitus et al., 2015).”
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    Premisecitation

    Past research indicates that females (vs. males), younger people, and people with higher education are more likely to show organic and sustainable food behavior.

    “Also, past research indicates that females (vs.males) (McFadden and Huffman, 2017), younger people (Grebitus et al., 2015), and people with higher education (Paul and Rana, 2012) are more likely to show organic and sustainable food behavior.”
    Quote in the paperSubstantial claim0 of 3 sources checked
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    • cites Paul and Rana, 2012

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  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Consumers who are highly involved with organic food issues are likely to make a significant effort to process organic food information and may be more inclined to maintain organic food identity and behavior.

    “Consumers who are highly involved with organic food issues are likely to make a significant effort to process organic food information and may be more inclined to maintain organic food identity and behavior (Tarkiainen and Sundqvist, 2009).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
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  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Consumers may use their perceptions of peer norms as a standard against which to compare their own beliefs and intentions, which in turn may influence their identity and future decision-making.

    “According to social comparison theory, consumers may use their perceptions of peer norms as a standard against which to compare their own beliefs and intentions (e.g., O'Fallon and Butterfield, 2012), which in turn may influence their identity and future decision-making (e.g., Krupka and Weber, 2009).”
    Quote in the paperNot a substantial claim0 of 2 sources checked
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    • cites Krupka and Weber, 2009

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    Study design and conductown data

    A comparison of the results with and without the weights revealed no substantial differences; all model relationships that were significant/non-significant with the weights remained significant/non-significant without the weights.

    “A comparison of the results with and without the weights revealed no substantial differences; all model relationships that were significant/non-significant with the weights remained significant/non-significant without the weights.”
    Quote in the paperNot a substantial claim

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    Study design and conductcitation

    Extracted variance was greater than 0.50 for the majority of the latent constructs, which satisfies the threshold value recommended by Fornell and Larcker (1981).

    “Finally, extracted variance was greater than 0.50 for the majority of the latent constructs, which satisfies the threshold value recommended by Fornell and Larcker (1981).”
    Quote in the paperSubstantial claim0 of 1 sources checked
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    Study design and conductown data

    The extracted variance for each of the constructs exceeds the squared correlation except for 'health consciousness' with respect to its correlation with 'organic food identity' (variance, health consciousness=0.45 < squared correlation health consciousness-organic food identity=0.67), although the latter is below the suggested threshold of 0.85.

    “When disregarding the control variables (i.e., these were included in the study because of their anticipated high correlations with model constructs) an examination of Table 3 shows that the extracted variance for each of the constructs exceeds the squared correlation except for 'health conscioussness' with respect to its correlation with 'organic food identity' (variance, health consciousness=0.4”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Frambach et al., 2003 source

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    Study design and conductreasoning

    Post-stratification survey weights were utilized to avoid possible bias of estimates.

    “Hence, in order to avoid possible bias of our estimates post-stratification survey weights were utilized (Holt and Smith, 1979).”
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    Study design and conductcitation

    Composite reliabilities were all greater than 0.70 with the exception of two instances, which were above 0.60, indicating a reasonable reliability of measured constructs.

    “Composite reliabilities were all greater than 0.70 with the exception of two instances, which were above 0.60, indicating a reasonable reliability of measured constructs (Bagozzi and Yi, 1988).”
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    Premisereasoning

    SEM is particularly suited for estimating the organic food identity model since this method can handle a large number of relationships between latent variables while at the same time taking into account measurement error and control variables.

    “SEM is particularly suited for estimating the organic food identity model since this method can handle a large number of relationships between latent variables while at the same time taking into account measurement error and control variables.”
    Quote in the paperSubstantial claim

  • Classified as probably not a substantial claim.

    Premisecitation

    The extracted variance for each individual construct should be greater than the squared correlation between constructs.

    “According to this method, the extracted variance for each individual construct should be greater than the squared correlation (i.e., shared variance) between constructs.”
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    Premisecitation

    Common method variance is a known limitation in surveys using self-reported measures.

    “Common method variance is a known limitation in surveys using selfreported measures and refers to the amount of spurious covariance shared among variables because of the common method used in collecting data (Buckley et al., 1990).”
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    Interpretationcitation

    We do not provide evidence of definitive causal relationships.

    “However, a number of pitfalls still exist within SEM methods (see, for example, MacCallum and Austin (2000) and Kline (2016)), so we do not provide evidence of definitive causal relationships.”
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    Premisecitation

    Clark et al. (2003) found that pro-environmental behavior is most highly motivated by biocentrism, followed by altruism, then egoism.

    “results obtained by Clark et al. (2003) suggest that pro-environmental behavior is most highly motivated by biocentrism, followed by altruism, then egoism”
    Quote in the paperNot a substantial claim0 of 1 sources checked
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    Study design and conductnone given

    The use of perceptive measures from the survey could have generated biased responses.

    “we used perceptive measures from our survey, which could have generated biased responses”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Hartmann and Apaolaza-Ibáñez (2012) concluded that environmental (altruistic) motives influenced consumers' attitude toward green energy brands, whereas self-expressive (egoistic) motives did not.

    “Hartmann and Apaolaza-Ibáñez (2012) concluded that environmental (altruistic) motives influenced consumers' attitude toward green energy brands, whereas selfexpressive (egoistic) motives did not.”
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    Premisecitation

    Stern et al. (1993) found that motives for consumers' willingness to engage in pro-environmental behavior are based on a combination of egoistic, social-altruistic, and biocentric factors, whereas only egoism predicts intentions to pay taxes for environmental protection.

    “Stern et al. (1993) found that motives for consumers' willingness to engage in pro-environmental behavior are based on a combination of egoistic, social-altruistic, and biocentric factors, whereas only awareness of consequences for one-self (egoism) predicts intentions to pay taxes for environmental protection.”
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  • Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). The quote only partly states this claim.

    Interpretationnone given

    Consumers may behave differently when engaged in market activities in a food-related, non-hypothetical setting than in the online intention survey used.

    “Consumers may behave differently when engaged in market activities in a food-related, non-hypothetical setting.”
    Quote in the paperNot a substantial claim

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    Premisecitation

    Consumers are willing to pay premiums for organic food products.

    “Although consumers are willing to pay premiums for organic food products (Hasselbach and Roosen, 2015;D'Amico et al., 2016)”
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    Premisecitation

    Food producers normally know whether or not their products adhere to organic standards, while consumers are not usually capable of verifying this.

    “Food producers normally know whether or not their products adhere to organic standards, while consumers are not usually capable of verifying this (Müller and Gaus, 2015).”
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    • cites Müller and Gaus, 2015

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    Premisecitation

    Involvement in health and sustainability is a key trigger for increasing healthy and sustainable eating.

    “involvement in health and sustainability is a key trigger for increasing healthy and sustainable eating (Van Loo et al., 2017)”
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    • cites Van Loo et al., 2017 source

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34 of 34

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

  • Health consciousness positively impacts self-identity regarding healthy eating.

    “Health consciousness is crucial in shaping consumers’ self-identity as health-conscious individuals [42,43,51,81].”

    From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [51]

    The Discussion (page not available in our copy) reports a positive influence of health consciousness on organic food identity. Section 2.1 defines that identity as identifying with the role of an organic food consumer, not as a health-conscious individual or healthy eater generally. The citing sentence extends the finding beyond the identity studied. (LLM, conf=0.86)

    Experimental — accuracy not yet measured

  • The psychological mechanisms through which health consciousness influences purchase intentions remain understudied.

    “the interplay between various psychological factors and their collective influence on purchase intentions remain understudied [43,51,52,53,54]”

    From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [51]

  • Moral norms positively impact healthy food purchase intention.

    “Moral norms, grounded in individual ethical values and principles, have been identified as significant drivers of healthy food consumption decisions, operating independently of external social pressures [36,51,105,106].”

    From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [51]

    The Discussion and Policy implications report that social norms are positively related to intended organic-food behavior, while §2.2 discusses personal values. Our copy does not report a finding about moral norms increasing healthy-food purchase intention independently of social pressures (searched: moral norms, moral obligation, ethical values, and purchase intention). (LLM, conf=0.75)

    Experimental — accuracy not yet measured

  • Using domain-specific values is more appropriate for understanding whether and how values are related to specific food behavior.

    “Thus, several studies find that using domain-specific values is more appropriate for understanding whether and how values are related to specific (food) behavior (e.g., Hansen, Sørensen, & Eriksen, 2018).”

    From Relationships between functional food consumption and individual traits and values: A segmentation approach (2021) · cites this paper as Hansen et al., 2018

Self-check

Percentages, sums and reported differences re-computed from the paper’s own numbers.

Each contradiction between two passages listed here was confirmed by an independent check.

  • Not all item scales used agree-disagree anchors

    Minor

    The measurement-model notes say all items used strongly disagree and strongly agree as endpoints. Appendix A instead specifies different endpoints for some items, including not at all important and extremely important.

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Authors
Hansen, T., Sørensen, M. I., & Eriksen, M.-L. R.
Affiliations
Copenhagen Business School (DK)
Corresponding author
Hansen, Torben
ORCID
Hansen, Torben
Venue
Food Policy
Publisher
Elsevier BV
Published
2018-01
Volume
74
Pages
39-52
ISSN
0306-9192 (ISSN-L)
DOI
10.1016/j.foodpol.2017.11.003
OpenAlex
W2769020739
Semantic Scholar
4f0182c2e732ff86109c368a704513ff2d28d563
Cited by
311
References
79
Citations by year
2026: 16 · 2025: 42 · 2024: 46 · 2023: 43 · 2022: 55 · 2021: 48 · 2020: 27 · 2019: 25 · 2018: 9
FWCI
16.44
Type
journal article
Language
en
Open access
Licence
Locations
  • Food Policy (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
  • CBS Research Portal (Copenhagen Business School) (submittedVersion, cc-by-nc-nd)
Topics
  • Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
  • Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
  • Social Sciences › Sociology and Political Science › Consumer behavior in food and health
Keywords
organic food, consumer motivation, personal values, health consciousness, public awareness, environmental awareness, self-transcendence, openness to change, self-enhancement, conservation, market segmentation, moderating effect

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