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Exploring the Interplay of Risk Attitude and Organic Food Consumption

Author

Listed:
  • Giampietri, Elisa
  • Bugin, Giuseppe
  • Trestini, Samuele

Abstract

This exploratory study seeks to advance the research on consumers’ preference for organic food eating by investigating the potential association between organic food consumption (OC) frequency and the individual risk attitude. Moreover, inspired by the literature, we investigate also the association between OC and the perceived OC related health improvement (i.e. the avoidance of health risks), subjective trust toward the certification, social norms and several lifestyle factors. Based on a direct survey of 223 Italian college students, a lottery task was used to characterize the individual risk attitude and a simultaneous equation model was estimated. This study marks a beginning by showing a significant relationship between being risk averse and a high organic food eating, offering a hint for future research avenues in the organic domain.

Suggested Citation

  • Giampietri, Elisa & Bugin, Giuseppe & Trestini, Samuele, 2020. "Exploring the Interplay of Risk Attitude and Organic Food Consumption," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(03), September.
    • Handle: RePEc:ags:ijofsd:346011
    DOI: 10.22004/ag.econ.346011
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