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- Title
Moral Concerns and Consumer Choice of Fresh and Processed Organic Foods.
- Authors
Dean, Moira; Raats, Monique M.; Shepherd, Richard
- Abstract
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.
- Subjects
INTENTION; FOOD habits research; FOOD preferences; NUTRITION &; psychology; CONSUMER behavior research; CONSUMER preferences; ETHICS
- Publication
Journal of Applied Social Psychology, 2008, Vol 38, Issue 8, p2088
- ISSN
0021-9029
- Publication type
Article
- DOI
10.1111/j.1559-1816.2008.00382.x