Organic food as self-presentation: The role of psychological motivation in older consumers' purchase intention of organic food

This study aimed to identify key motives behind organic food purchase intention of older consumers. We incorporated an under researched motive, self-presentation, a psychological motivation, with food safety concerns, environmental concerns, and ethical consumer-identity, in order to investigate its relative importance in older consumers' behavioral intentions. The results showed that self-presentation and food safety concerns are meaningful motives for older consumers' purchase intentions, while environmental concerns and ethical self-identity do not improve their buying intention. In addition, a comparison with younger consumers revealed additional insights into the role of ethical consumer-identity.