Should I Buy Organic Food? A Psychological Perspective on Purchase Decisions - Organic Food and Agriculture: New Trends and Developments in the Social Sciences - page 53

positively to the probability of starting the adoption process. Innovativeness captures if a
person perceives him/herself to be an early adopter of organic food related innovations.
Successfully coming through the first stages of perceiving, understanding and liking the
label are good predictors of final adoption. The buying intention still has a direct effect, but
the interaction with having passed the first stages is also significant, showing that
participants that both intent to buy sustainable fish and recognized and understood the label
are more likely to buy the labelled fish than people that only have the intention.

Exposure
at home, in shop

Environmental factors
(e.g., campaigns, retailer
strategies, media, social
norms, others' behaviour)

Perception
conscious, subconscious

Understanding and
inferences

Personal factors
(e.g., relevant knowledge,
perceived need, personality,
demographics)

Liking

Product related factors
(e.g., information format,
certifying body, other info
on product)

Adoption
one-time/trial use

Continued
adoption

Fig. 5. A framework model of eco-label adoption (Thøgersen et al., 2010, p. 1790)

8. An integrated framework: In the supermarket and beyond

Building on the finding presented in the previous sections and a comprehensive model of
environmental behaviour proposed by Klöckner (2010) an integrated modelling framework
is suggested. Despite its complexity it is not meant to be a complete model of consumer
behaviour but a framework to analyse the subtleties and interplay of the variables that have
been introduced before. The first assumption of the model is that consumer behaviour with
respect to organic food is not the result of one decision but a series of decisions nested in
each other. As an example two of those decisions and possible determinants are depicted in
figure 6: (a) the decision where to go for food shopping (for reasons of keeping the model
reasonably simple only with the alternatives speciality organic food store and supermarket)
is displayed in the upper half, (b) if the first decision is for the supermarket, more decisions
have to be made between conventional and organic products within the supermarket. If a
decision is made for a speciality store, the following in-store decisions do not affect the