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

This study develops a baseline model specifying expected relationships between consumer motivations (health, environmental, and social consciousness), organic food identity, and organic food behavior. Based on an online survey of 1176 Danish food consumers, we investigate whether these relationships are influenced by different levels of personal values (self-transcendence, openness to change, self-enhancement, and conservation). We find that health consciousness has a higher positive influence on organic food identity with higher levels of all four investigated personal values. When openness to change is low, health consciousness has a positive effect on intentional organic food behavior through organic food identity, whereas social consciousness has a negative effect on intentional organic food behavior through organic food identity. Our results provide guidance to those seeking to segment organic food markets based on consumers' motivations and values.