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Moral Concerns and Consumer Choice of Fresh and Processed Organic Foods1


  • 1

    This work was carried out with financial support from the Commission of the European Communities, specific RTD program Quality of Life and Management of Living Resources (QLK1–2002– 02446; Consumer Decision Making on Organic Products, CONDOR). The paper does not necessarily reflect the Commission views, and in no way anticipates the Commission future policy in this area.

Moira Dean, Department of Psychology, University of Surrey, Guildford, Surrey GU2 7XH, UK. E-mail:


This study used the theory of planned behavior (TPB) to examine the impact of moral concerns on intention to buy organic apples and organic pizza. Initially, beliefs were elicited from a group of 30 people using a combination of the traditional TPB elicitation technique supplemented by direct questioning about emotions associated with the behavior. The questionnaire—which included measures of behavioral beliefs, attitudes, subjective norm, perceived behavioral control, and measures of moral norms (worded both positively and negatively)—was completed by 281 people. Multiple regressions showed that for both foods, the positive moral component added significantly to the prediction of intention, while negative ones did not. Also, affective attitude was a strong predictor of intention for both foods.