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Emotional or logical: reason for consumers to buy organic food products

Heerah Jose ( Jain (Deemed- To- Be) University - Kochi Campus , Kochi, India)
Vijay Kuriakose ( Indian Institute of Management , Jammu, India)

British Food Journal

ISSN: 0007-070X

Article publication date: 29 April 2021

Issue publication date: 2 November 2021




The purpose of this paper is to understand, among the emotional, practical and logical factors, which factor is more critical while consumers buy organic food products, mostly fruits and vegetables.


A self-administered questionnaire survey approach was used to provide a deeper insight into the reasons for consumers to buy organic fruits and vegetables (OF&V). A total of 632 valid questionnaires were obtained, yielding a response rate of 79%.


Health is a functional/practical factor which consumer expect as a result of consuming organic food products; however, fear towards conventional food products (emotional) is the triggering factor which motivates consumers to buy OF&V. The logical factor such as environmental motive was found insignificant in the current study, Thereby supporting the value theory which posited emotion greater than practical and which in turn greater than logical. However, barriers for consumers to buy OF&V are perceived price and willingness to take effort. Thus by focusing upon fear reducing strategy such as, implementing certification and labelling on OF&V would be a promising strategy.


To the authors' knowledge, no previous studies exist in the organic consumer behaviour research which used the value theory proposed by Mattson (1991) and the study was able to propose that beyond the practical and logical factors, emotional factor has important role while consumer think of buying OF&V.



Jose, H. and Kuriakose, V. (2021), "Emotional or logical: reason for consumers to buy organic food products", British Food Journal, Vol. 123 No. 12, pp. 3999-4016.



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