This study aimed to employ theories like the theory of planned behavior, the theory of reasoned action, and the theory of behavioral reasoning to explain the magnitude of the intent gap in the purchase of organic food by introducing causes into consumer decision-making. The study primarily relied on behavioral reasoning theory to determine if the attitude and intent gap associated with buying organic food could be explained by bringing values and reasons into consumer decision-making. It considered consumer preferences in organic food in terms of values, reasons for buying organic food, and reasons for not buying organic food.
The findings show that a consumer’s awareness of health as a value, attitude, and rationale might significantly impact the establishment of favorable dispositions to buy organic food (Tandon et al., 2020). However, there was a complicated interaction discovered between individual and situational characteristics that influence consumer purchases of organic food. In terms of the association of arguments for and against organic food, it was shown that buyers and non-buyers varied greatly (Tandon et al., 2020).
Consumer behavior patterns may be influenced by the total consumer setting, according to research findings. As a result, the authors believe that the notion of “glocal” orientation should be embraced to encourage increased organic food purchasing and consumption (Tandon et al., 2020). This necessitates the creation of solutions to address global concerns such as sustainable consumption, as well as contextual factors that might inspire consumers to purchase organic food and satisfy consumer values in local contexts. The study’s findings suggest that policymakers should consider and account for geographical or regional factors when attempting to promote organic food in various locations (Tandon et al., 2020). This can be accomplished by addressing reasons that lead organic food to be rejected by consumers in certain areas (high prices, authenticity, and others).
Reference
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 154, 104786.