Should I Buy Organic Food? A Psychological Perspective on Purchase Decisions - Organic Food and Agriculture: New Trends and Developments in the Social Sciences - page 57

related dilemma. Thus, communication the positive impact a purchase can have (either
individually or aggregated to a meaningful number) is a promising strategy. Finally, change
in purchasing habits is a difficult process often interfered by brand loyalties or
automaticities in the supermarket. Breaking such habits often affords structural changes like
rearranging the supermarket layout, a technique often applied by supermarket chains to
prevent customers from developing too powerful shopping routines that would reduce their
perceptiveness for new products.
Although the framework model is probably too complex for a model test, it makes
interesting predictions that can be tested. Especially the nested structure of decision and the
impact earlier decisions have on the decisional space of later decisions is very much under-
researched and should get more attention. Also the social context of food purchases which
means the direct or indirect information customers detect and process about what other
people buy and what is normal and accepted should get more attention. Finally, the
application of conventional marketing strategies on organic food and studies about if and
how they apply to this special food sector is still pending. Very little is known about if
traditional rules for shelf placement or shelf space occupied function in the same way for
organic food than they do for conventional.
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