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Consumers' Motivations Driving Organic Demand: Between Self-interest and Sustainability

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  • Monier-Dilhan, Sylvette
  • Bergès, Fabian

Abstract

We study consumers’ motivations for buying organic food by analyzing their shopping baskets. Buying organic can be motivated by concern about sustainable development and/or self-interest (considerations related to health or product quality). Pro-social motivation is inferred from the presence of fair trade products in the consumer's basket; consumer self-interest is deduced from the presence of healthy and higher-quality products bearing special quality labels or certifications. Our results indicate that environmental motivation predicts organic food purchases better than health or quality considerations: the complementarity between organic and fair trade products is strongest. In addition, the household's socioeconomic background influences secondary motivations.

Suggested Citation

  • Monier-Dilhan, Sylvette & Bergès, Fabian, 2016. "Consumers' Motivations Driving Organic Demand: Between Self-interest and Sustainability," Agricultural and Resource Economics Review, Cambridge University Press, vol. 45(3), pages 522-538, December.
    • Handle: RePEc:cup:agrerw:v:45:y:2016:i:03:p:522-538_00
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    1. Sevtap ÜNAL & F. Görgün DEVECİ & Tuğba YILDIZ, 2019. "The main aim of this study is determining which consumption motives and personal and social factors affect organic food buying decisions. Ajzen’s Planned Behavior Theory (TPB) is used to explain consu," Istanbul Business Research, Istanbul University Business School, vol. 48(1), pages 1-35, May.
    2. Veronica Marozzo & Alessandra Costa & Tindara Abbate, 2024. "The relationship between the perceived product sustainability of organic food and willingness to buy: a parallel mediation effect of product traceability and consumers’ environmental concerns," Italian Journal of Marketing, Springer, vol. 2024(4), pages 375-393, December.
    3. Chun-Wei Chen, 2023. "A Feasibility Discussion: Is ML Suitable for Predicting Sustainable Patterns in Consumer Product Preferences?," Sustainability, MDPI, vol. 15(5), pages 1-21, February.
    4. Bosbach, Moritz & Maietta, Ornella Wanda, 2019. "The Implicit Price for Fair Trade Coffee: Does Social Capital Matter?," Ecological Economics, Elsevier, vol. 158(C), pages 34-41.
    5. Julia Wojciechowska-Solis & Anetta Barska, 2021. "Exploring the Preferences of Consumers’ Organic Products in Aspects of Sustainable Consumption: The Case of the Polish Consumer," Agriculture, MDPI, vol. 11(2), pages 1-17, February.
    6. Tessitore, Sara & Iraldo, Fabio & Apicella, Andrea & Tarabella, Angela, 2020. "The Link between Food Traceability and Food Labels in the Perception of Young Consumers in Italy," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 12(05), December.
    7. Tuncay Turan TARABOĞLU & Tuğba Nur TOPALOĞLU & Serdar YAMAN, 2019. "The Effects of Macroeconomic Indicators on Leveraged Forex Volume: Evidence from Turkey," Istanbul Business Research, Istanbul University Business School, vol. 48(2), pages 160-175, November.
    8. Bonisoli, Lorenzo & Piedra-Muñoz, Laura & Galdeano-Gómez, Emilio & Pérez Mesa, Juan Carlos, 2019. "Benchmarking agri-food sustainability certifications: evidences from applying SAFA in the Ecuadorian banana agri-system," MPRA Paper 119956, University Library of Munich, Germany.
    9. András István Kun & Marietta Kiss, 2021. "On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?," Sustainability, MDPI, vol. 13(3), pages 1-25, January.
    10. Francesco Rossini & Giuseppe Virga & Paolo Loreti & Nicolò Iacuzzi & Roberto Ruggeri & Maria Elena Provenzano, 2021. "Hops ( Humulus lupulus L.) as a Novel Multipurpose Crop for the Mediterranean Region of Europe: Challenges and Opportunities of Their Cultivation," Agriculture, MDPI, vol. 11(6), pages 1-21, May.
    11. Mili, Samir & Arfa, Imen, 2020. "Uncovering Value Creation Factors in Organic Food Supply Chains," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(05), December.
    12. Aleksandra Kowalska & Julia Wojciechowska-Solis & Milena Bieniek & Monika Ratajczyk & Louise Manning, 2023. "Declared non-buyers of organic food: A study of young British and Polish consumer profiles," Ekonomista, Polskie Towarzystwo Ekonomiczne, issue 1, pages 28-50.
    13. Katherine Fuller & Carola Grebitus & Troy G. Schmitz, 2022. "The effects of values and information on the willingness to pay for sustainability credence attributes for coffee," Agricultural Economics, International Association of Agricultural Economists, vol. 53(5), pages 775-791, September.

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