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Consumer Attitudes Towards Organic Food

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ATTITUDE-BEHAVIOR GAP: It is clear that consumer attitude towards Organic food (OF) has been found to be generally positive. People agree and understand the benefits of the organic products and prima facie in all likeliness they are ready to buy organics. But a close observation shows that this positive attitude doesn’t translate into the real purchase behavior i.e. there is an attitude-behavior gap. This attitude-behavior gap needs to be understood and investigated. Carrington, Neville and Whitewell (2010) observe that most of the consumer behavior research attempting to explain the attitude- intention gap is based on the theory of reasoned action (Fishbein and Ajzen, 2010).Many of these works find that the in several cases the intention of …show more content…

They say that when the theory of neutralization is applied to ethical consumption (Chatzidakis, Hibbert and Smith, 2007) it rationalizes that people find a number of excuses for the behavior that is not consistent with their attitude. They further bring in a dynamic vision and describes that individuals who are highly committed to the cause or their choice voluntarily reduce the neutralization effect whereas individuals less committed succumb to the effects of neutralization and are not able to reduce its effect. Sykes and Matza (1957) explain that the neutralization effect is used for self-defense for more rationalized individuals as they are more likely to behave far from their attitudes without damaging their self- …show more content…

This can be done by communicating precisely the positive effects of alternative purchase for beneficiaries without dramatizing it too much (White, MacDonnel and Ellard 2012). The “responsible-ethical” trend is relatively new and requires efforts and time from all the stakeholders(consumer associations, public authorities, producers, distributors etc.) to coordinate, evolve and disseminate a more comprehensive and coherent information for the consumer. 7. EVIDENCES AND

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