Agriculture Reference
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a significant positive relation between consumers' intention to purchase organic food and
their attitudes toward organic food purchase (Saba and Messina, 2003; Millock et al., 2004;
Chryssohoidis and Krystallis, 2005; Padel and Foster, 2005; Tarkiainen and Sundqvist, 2005;
Honkanen et al., 2006; Thøgersen, 2007a; Thøgersen, 2007b ; de Magistris and Gracia ,2008)
Saba and Messina (2003) carried out their study in Italy, analyzing organic fruit and
vegetable products. Findings showed that Italian consumers showed positive attitudes
towards these products, perceived them as healthy, environmentally friendly, tastier and
nutritious than conventional products. Millock et al. (2004) claimed that environmental and
animal welfare attitudes influence organic food choice to a lesser extent than attitudes
towards taste, freshness and health aspects of organic food. Chryssohoidis and Krystallis
(2005) indicated that the most important motives behind the purchase of organic products in
Greece are healthiness and better taste of the organic food. However, environmental motives
influence organic food choice to a lesser extent. Padel and Foster (2005) concluded that
consumers buy organic food products because they perceived them to be better for their
health. Moreover, they found that the attitude towards environmental protection was also a
factor that explains organic food buying decisions.
Tarkiainen and Sundqvist (2005) analyzed the factors that affected the purchase of organic
food in Finland. The results suggested that consumers 'intentions to buy organic food are
predicted by their attitudes and environmental concerns. Honkanen et al. (2006) studied the
motives driving organic food choice in Norwegian consumers. The findings indicated that
ecological motives and attitudes towards organic food have a significant influence on the
intention to purchase organic food. Similar results were found by Thøgersen (2007b) who
stated that health, taste and environmental consequences were the most important factors
related to organic consumers' attitudes toward buying organic tomato juice. Along the same
line, de Magistris and Gracia (2008) investigated the organic purchase behavior of Italian
consumers. They found that consumers' attitudes towards organic food, in particular
towards the health attributes and towards the environment are the most important factors
explaining organic food purchase
2.1.2 Subjective norms
Ajzen (1991) identified also the role of subjective norms, which refer to the perceived social
pressure to perform or not to perform the behavior. In other words, subjective norm is an
individual's conviction that acting in a certain way is right or wrong regardless of personal
or social consequences. Few studies, however, have examined subjective norms in relation
to organic food purchases.
Sparks and Shepherd (1992) included subjective norms in their study of green consumers,
but their explanatory power was relatively weak, even though significant. Tarkiainen and
Sundqvist (2005)) investigated the correlation between subjective norms and attitudes
towards organic food. The authors suggested that the link could be explained by the
information that individuals have towards social environment. However, the authors did
not find direct significant relation between subjective norms and the intention to buy
organic foods. On the other hand, Thøgersen (2007b), and Dean et al. (2008) found a
significant positive relation between consumers' intention to purchase organic food and
their subjective norms. Finally, Smith and Paladino (2010) in their study of organic
consumers in Australia stated that subjective norms are significant factors influencing the
decision-making of consumers.
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