Increasing organic food consumption: An integrating model of drivers and barriers
Ralph Hansmann, Ivo Baur, Claudia R. Binder
Abstract
A survey of 620 Swiss households was conducted to investigate the determinants of purchases of organic fruits and vegetables and identify subjectively perceived requirements for more environmentally friendly and healthier food consumption. An integrative behavior model incorporating various psychological and socio-structural variables was applied to explain the ratio of organic vs. non-organic purchases. The theory of planned behavior was considered fundamental for the development of this integrative model, and supplementary variables were included, accounting for moral justifications, education level, income, and further aspects. The resulting model accounted for 42% of the variance of organic food consumption. Financial and environmental justifications for purchasing non-organic food resulted as the most important predictors, followed by recent consumption changes, health-related aspects of attitudes and social norms, perceived behavioral control, environmental values, income, and education level. The participants considered more knowledge and information and having more money at their disposal to be important requirements for achieving more environmentally friendly and healthier food consumption. Furthermore, they considered having more time to prepare meals oneself as particularly important to achieving healthier food consumption.