Product involvement in organic food consumption: Does ideology meet practice?

Anssi Tarkiainen*, Sanna Sundqvist

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

107 Citations (Scopus)


This study assesses the level of consumers' felt involvement in four distinct product categories of organic food (coffee, bread, fruit, and flour), and examines the role of felt involvement in the broader context of organic food shopping behavior. It is shown that the reason why consumers do not buy organic food regularly despite their positive attitudes is that such ideologically formed attitudes are not present in habitual, low-involvement shopping activities with limited problem-solving needs as in food shopping from grocery stores. The statistical analysis of an empirical sample of 200 consumers gives substantial support to the hypothesized new organic food buying behavior model.

Original languageEnglish
Pages (from-to)844-863
Number of pages20
Issue number9
Publication statusPublished - 1 Sep 2009
MoE publication typeA1 Journal article-refereed


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