Eating clean and green? Investigating consumer motivations towards the purchase of organic food

Growing consumer concern for health and environment issues has resulted in increased attention towards the purchase and consumption of organic food. This has driven an increase in organic research, especially as marketers seek to understand the motivations behind consumer purchases of organic goods.This study explored the effects of health consciousness, environmental concern, organic knowledge, availability, quality, price consciousness, subjective norms, risk aversion, perceived control and familiarity on organic attitudes, organic purchase intentions and organic purchase behaviour. These variables formed the antecedents of the causal model which utilised Ajzen and Fishbein’s (1980) Theory of Reasoned Action as the framework of analysis. Results showed strong support for the relationship between organic knowledge, subjective norms and environmental concern on organic attitudes. While health consciousness, quality, subjective norms and familiarity were found to influence purchase intentions, familiarity was the only variable found to exhibit a significant relationship with organic purchase behaviour. This paper will discuss the implications of these results for marketers. It will also consider the limitations of the study and areas for future research.