Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food
Abstract
Purpose The purpose of the paper is to explore the values that underlie consumers purchasing decisions of organic food. Design/methodology/approach The paper draws on data from focus groups and laddering interviews with a total of 181 regular and occasional consumers of organic food that were contrasted with survey results of other studies. Findings The results show that most consumers associate organic at first with vegetables and fruit and a healthy diet with organic products. Fruit and vegetables are also the first and in many cases only experience with buying organic product. The decision‐making process is complex and the importance of motives and barriers may vary between product categories. Research limitations/implications While further research would be required to facilitate full understanding of the consumer‐decision making process with regard to organic produce, this work indicates the complexity of the process and the likelihood of variation between different product categories. Future research should consider tradeoffs that consumers make between values and product as well as consumer segmentation. Originality/value Prior research concerning the consumer decision‐making process with regard to organically produced food is limited. Theses findings have implications for future sector‐based communications to consumers and, potentially, for product development and labelling.
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Previous research has identified price as an important factor influencing food choice.
“Similarly, previous research has identified price as an important factor influencing food choice [67,68], with a number of different studies suggesting the premium price for functional foods as a major barrier to acceptance and buying intention [28].”
From The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults (2020) · cites this paper as [68]
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- Authors
- Padel, S., & Foster, C.
- Affiliations
- Aberystwyth University (GB)
- University of Gloucestershire (GB)
- ORCID
- Padel, Susanne
- Venue
- British Food Journal
- Publisher
- Emerald
- Published
- 2005-08-01
- Volume
- 107
- Issue
- 8
- Pages
- 606-625
- ISSN
- 0007-070X (ISSN-L)
- OpenAlex
- W1572291968
- Cited by
- 1,214
- References
- 17
- Citations by year
- 2026: 23 · 2025: 54 · 2024: 73 · 2023: 83 · 2022: 70 · 2021: 110 · 2020: 95 · 2019: 91 · 2018: 76 · 2017: 81 · 2016: 64 · 2015: 81 · 2014: 86 · 2013: 53 · 2012: 56
- FWCI
- 12.31
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- British Food Journal (publishedVersion)
- 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, purchase decision, consumer values, consumer decision-making process, organic food consumers, fruit and vegetable intake, customer segmentation, product labeling
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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