Journal
PSYCHOLOGY & MARKETING
Volume 26, Issue 9, Pages 844-863Publisher
WILEY
DOI: 10.1002/mar.20302
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This study assesses the level of consumers' felt involvement in four distinct product categories of organic food (coffee, bread, fruit, and flour), and examines the role of felt involvement in the broader context of organic food shopping behavior. It is shown that the reason why consumers do not buy organic food regularly despite their positive attitudes is that such ideologically formed attitudes are not present in habitual, low-involvement shopping activities with limited problem-solving needs as in food shopping from grocery stores. The statistical analysis of an empirical sample of 200 consumers gives substantial support to the hypothesized new organic food buying behavior model. (C) 2009 Wiley Periodicals, Inc.
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