The Organic Food Choice Pattern: Are Organic Consumers Becoming More Alike?

There is no doubt that the search for organic products is already more than a trend; it is an indisputable reality. More and more people are opting for a healthier lifestyle that starts with food, which has awakened a growing interest in understanding the reasons for these purchases. The motivational attributes of consumers' decisions regarding the consumption of organic products are the main aim of this study. The survey included 250 respondents that filled a questionnaire by email and by personal interviews. We used a non-probabilistic sampling method, namely convenience sampling and the best-worst scaling method to analyze 10 attributes of organic purchasing decisions. Then, we studied the impact of the classification variables age, gender, academic level, place of residence, children under 18 living at home, and place of purchase of organic products on the attributes. Applying a chi-square test, we only obtained statistically significant differences for children under 18 living at home and the certification warranty ( = 0.011). The results show the dominance of credence attributes and egoistic motivations on organic consumption and may indicate a path towards the standardization of the organic consumer profile. This study emphasized that we may be facing a new organic consumer, for whom health-related factors are not just significant but overwhelming as well.