Choosing organics: a path analysis of factors underlying the selection of organic food among Australian consumers.
Path analysis of attitudinal, motivational, demographic and behavioural factors influencing food choice among Australian consumers who had consumed at least some organic food in the preceding 12 months showed that concern with the naturalness of food and the sensory and emotional experience of eating were the major determinants of increasing levels of organic consumption. Increasing consumption was also related to other 'green consumption' behaviours such as recycling and to lower levels of concern with convenience in the purchase and preparation of food. Most of these factors were, in turn, strongly affected by gender and the level of responsibility taken by respondents for food provisioning within their households, a responsibility dominated by women. Education had a slightly negative effect on the levels of concern for sensory and emotional appeal due to lower levels of education among women. Income, age, political and ecological values and willingness to pay a premium for safe and environmentally friendly foods all had extremely minor effects.
Centre for Social Science Research, Central Queensland University, Rockhampton, Qld 4702, Australia. s.lockie@cqu.edu.au
Stewart
S
Lockie
Kristen
K
Lyons
Geoffrey
G
Lawrence
Janet
J
Grice
D017677:Age Distribution; D002755:Choice Behavior; D003258:Consumer Behavior; D003257:Consumer Product Safety; D003362:Cost-Benefit Analysis; D004435:Eating; D005247:Feeding Behavior / Q000523:psychology; D005260:Female; D017144:Focus Groups; D005502:Food; D005518:Food Preferences / Q000523:psychology*; D058870:Food, Organic / Q000191:economics / Q000592:standards; D006801:Humans; D007182:Income; D007407:Interviews as Topic; D008297:Male; D009749:Nutrition Surveys; D011793:Queensland; D017678:Sex Distribution