This work has been conducted 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).” It does not necessarily reflect the Commission's views and in no way anticipates the Commission's future policy in this area.
The Role of Self-Identity, Past Behavior, and Their Interaction in Predicting Intention to Purchase Fresh and Processed Organic Food1
Article first published online: 11 AUG 2011
© 2011 Wiley Periodicals, Inc.
Journal of Applied Social Psychology
Volume 42, Issue 3, pages 669–688, March 2012
How to Cite
DEAN, M., RAATS, M. M. and SHEPHERD, R. (2012), The Role of Self-Identity, Past Behavior, and Their Interaction in Predicting Intention to Purchase Fresh and Processed Organic Food. Journal of Applied Social Psychology, 42: 669–688. doi: 10.1111/j.1559-1816.2011.00796.x
- Issue published online: 15 MAR 2012
- Article first published online: 11 AUG 2011
This study examined the impact of moral norms, self-identity, and past behavior on intention to buy organic tomatoes and organic tomato sauce, using the theory of planned behavior (TPB). The questionnaire, which included measures of attitudes, subjective norm, perceived behavioral control, moral norms, past behavior, and self-identity was completed by approximately 500 people for each food. Multiple regressions showed that for both foods, moral norms and self-identity added significantly to the prediction of intention over and above the other variables, even when the effect of past behavior was included. There was some evidence of past behavior moderating the self-identity/intention relationship for processed organic tomato sauce, but not for fresh organic tomatoes. Implications of the findings are discussed.