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To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism

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  • Johe, Miles H.
  • Bhullar, Navjot

Abstract

The current study examined the role psychological determinants (self-identity, attitudes, perceived behavioral control, and norms) play in organic consumerism. Participants (N=252, meanage=44.35, SD=15.29, 97% resided in Australia) were randomly assigned to one of the three experimental conditions: (1) organic identity prime, (2) pro-environmental identity prime, and (3) neither pro-environmental nor organic identity primes (control). Analysis of variance revealed that organic identity prime was associated with significant increase in intentions to purchase organic products, relative to both pro-environmental identity and control conditions. Follow-up mediation analysis indicated that organic self-identity increased consumer intentions by influencing their attitudes and group norms. These results demonstrate that organic identity can be primed to create identity-congruent shifts toward organic consumerism. Importantly, these findings have direct application for marketing strategies aiming at promoting and developing an “organic” brand.

Suggested Citation

  • Johe, Miles H. & Bhullar, Navjot, 2016. "To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism," Ecological Economics, Elsevier, vol. 128(C), pages 99-105.
    • Handle: RePEc:eee:ecolec:v:128:y:2016:i:c:p:99-105
    DOI: 10.1016/j.ecolecon.2016.02.019
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    References listed on IDEAS

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