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

Jiyoung Hwang

Journal of Retailing and Consumer Services, 2016, vol. 28, issue C, 281-287

Abstract: 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.

Keywords: Older consumers; Organic food; Self-presentation; Food safety concern (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (38)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:28:y:2016:i:c:p:281-287

DOI: 10.1016/j.jretconser.2015.01.007

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