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

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  • Hwang, Jiyoung

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.

Suggested Citation

  • Hwang, Jiyoung, 2016. "Organic food as self-presentation: The role of psychological motivation in older consumers' purchase intention of organic food," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 281-287.
    • Handle: RePEc:eee:joreco:v:28:y:2016:i:c:p:281-287
    DOI: 10.1016/j.jretconser.2015.01.007
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    References listed on IDEAS

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