Explaining purchases of organic meat by Dutch consumers

This study investigates the impact of economic and marketing variables ( quality, price, and distribution), emotions ( fear, empathy, and guilt), social norms, and environment-related variables ( environmental concern, green behaviour, and perceived consumer effectiveness) on Dutch consumers' preference for, and purchase frequency of, organic meat. The results show that consumers' purchase of organic meat is based on both 'rational' economic motives and emotional motives.