Internal and external reinforcements of organic food purchasing decisions

Several studies have identified many different reasons why consumers purchase organic food or indicate their intention to buy it. Consumers perceive organic food as healthier and safer than its conventional counterparts, and this seems to be the most important criteria for purchasing, followed by their environment and animal welfare concerns. They believe it tastes better and is more natural, and they want to support the local economy by purchasing it. Some of them perceive it as fashionable. The aim of this dissertation is to provide key scientific answers to the consumers' questions regarding its safety and health issues as they remain partly unquestioned, followed by the aim to confirm the meaning and the influence of certain sociopsychological drivers on purchasing decisions studied by this research. This work is based on the belief that consumers in the modern society have their responsibility to maintain their health, and therefore have to be encouraged to develop appropriate dietary habits and enhance their physical exercise. Dietary habits are not inherent; there should be a conscious decision to initiate and maintain them, although often at the expense of personal comfort and purchasing habits. Not only does the consumer have to rely on their intrinsic motivation, but they also require the support of their social and cultural environment to change their purchasing behaviour. The latter becomes essential when the consumers engage in new patterns on the market, followed by lack or inadequate product information, which tend to be basic for the quality of their life.