Visioning a green future or longing for the good old days? Basic drivers of organic food consumption in Europe

Publikation: KonferencebidragPaperForskningpeer review

There is little research on whether organic food is viewed as modern and innovative or as traditional and conservative food products – as a means to slow down the pace in a longing for the “good old days” or to increase the pace of transformation towards a green future? To answer this question, this paper examines how organic food consumption relates to European consumers’ basic value priorities and whether these relationships are the same or different across countries in Europe. Data come from a survey of a representative sample of adults from 10 European countries (N ≈ 1000 from each country). Organic food consumption is measured with three items (tomatoes, eggs and milk). Human values are measured by a short, 21-item version of Shalom Schwartz’s Picture Values Questionnaire (PVQ). The key findings were that (a) self-transcendence has a positive and conservation a negative direct effect on organic consumption, and (b) there are some country-specific effects, revealed by significant interactions between country-dummies and value dimensions: (1) In Poland and Spain, conservation values are less and in Denmark more (negatively) related to organic food consumption, (2) in UK and France, organic food consumption is positively related to openness to change, and (3) in Denmark and the Netherlands, self-transcendence values have a stronger impact on organic food consumption than in the other countries. The results suggest that organic food is not consumed because of its consistency with traditional values, on the contrary.
Antal sider13
StatusIkke-udgivet - 2017
BegivenhedInternational Conference of Environmental Psychology - A Coruña, Spanien
Varighed: 30 aug. 20171 sep. 2017


KonferenceInternational Conference of Environmental Psychology
ByA Coruña

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