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Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore, the study further examines the impact of sustainable consumption behaviour on continuous purchase intention using health consciousness as a moderator. Finally, the study validates Behavioural Reasoning Theory and the emotional affinity towards nature to understand the proposed claims.

The data were collected from 364 respondents from India. Only those respondents were included in the survey who had prior experience of using organic personal care products. This study used the structural equation modelling approach to test the conceptual model.

Results of the study confirmed the positive influence of consumer attitude on brand love, brand trust and altruism. Brand love and altruism had a significant impact on sustainable consumption behaviour. Health consciousness also emerged as a moderating variable between sustainable consumption behaviour and continuous intention. Interestingly, the brand trust had no impact on sustainable consumption behaviour. Furthermore, sustainable consumption behaviour had a significant impact on continuous intention.

The study is helpful to organic product companies, practitioners, academicians, environment protection agencies and market regulatory authorities as it gives fresh insight into the new collective relationship of consumer attitude with brand love, brand trust, altruism and sustainable consumption behaviour in case of organic personal care products.

The market system and a materialistic lifestyle have contributed to some of the environmental and social problems that currently affect the world. However, only a few consumers are willing to express ecological oriented consumption. This study aims to analyse how organic food consumers build a green identity, as well as the new expressions that arise from this identity construction.

A hermeneutical approach was adopted to address the narratives of 31 frequent consumers of organic products motivated by environmental issues. The narratives were collected through the interview method, which was further complemented by participant observation.

The following five phases of identity formation were identified: consciousness, gathering, negotiation, stabilisation and sharing. By looking at the different identity stages, it becomes visible how organic consumption and pro-environmental behaviours act as transformative practices, promoting ecological activism and fortifying a green identity.

This study extends the “processual theory of identity” by analysing how organic products help shape consumer practices and their lifestyle. Moreover, a contribution is provided on how we can build an ecological citizenship by reducing consumption and also by adopting alternative practices of consumption.

A lot of literature is available that discusses personal determinants of organic food consumption. However different models and determinants are used in the literature. This paper aims to provide an overview, within a framework linking Schwartz' values theory and the theory of planned behaviour (TPB). Also it seeks to focus on the importance of affective attitude, emotions, personal norm, involvement and uncertainty related to organic food consumption.

The paper is based on secondary data sources, namely the literature concerning personal determinants of organic food consumption.

Both the values theory and the theory of planned behaviour have been referred to as relevant theories for better understanding consumers' choice for organic food. Organic food consumption decisions can be explained by relating attributes of organic food with more abstract values such as “security”, “hedonism”, “universalism”, “benevolence”, “stimulation”, “self‐direction” and “conformity”. Appealing to these values can positively influence attitudes towards organic food consumption. Besides attitude, subjective and personal norm and (perceived) behavioural control influence consumption of organic food.

More research related to the role of uncertainty (reduction) during the process of buying organic food is recommended.

Relatively little research has examined the affective component of attitude and emotions in relation to organic food consumption, while these may play an important role as drivers of involvement and thus help to jolt food purchasers out of their routine of buying conventional food and set a first step to adopt organic food.

To the authors' knowledge, this is the first paper providing a comprehensive overview and linking the literature on organic food consumption to the values theory and the theory of planned behaviour, including the role of personal norm and focusing on emotions. The proposed integration of mental processing in an organic food consumption model leads to interesting hypotheses and recommendations for policy makers, researchers and stakeholders involved in the organic food market.

This paper aims to provide insight into why organic food consumption in families decreases when children become adolescent. Further, it seeks to derive practical implications for food marketing.

The results stem from two qualitative studies. In the first study the development of organic food consumption in families was investigated from a parents' perspective. In the second, juveniles' influence on organic food consumption in families was examined. In both studies data were collected by means of problem‐centred interviews. Data were analysed with Grounded Theory procedures according to Strauss and Corbin (1990) in the first study and with content analysis according to Mayring (2007) in the second.

Children's transition into adolescence often represents a causal condition for a reduction of organic food consumption in families due to juveniles' preferences for conventional food in product categories such as sweets, salty snacks or breakfast cereals. Concessions of parents to their children's preferences are based on strategies like being liberal, avoiding conflicts or letting children have their own experiences. Parents' strategies depend on their evaluation of conventional food.

Marketing for organic food should increasingly involve the demands of juveniles since they are considered to be an attractive target group.

No insights exist for the investigated phenomenon.

Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor slowing down growth. This paper aims to focus on the factors influencing objective and subjective knowledge with regard to organic food production and the relationship between both types of knowledge and consumer attitudes and motivations towards organic food and its consumption.

A literature review is presented, relating to the impact of knowledge on behaviour in general and, more specifically, on organic food consumption. Several hypotheses are formulated concerning the relationship between objective and subjective knowledge, attitudes and organic food consumption and these are tested on organic vegetable consumption in Flanders (Belgium). Multiple regression models, a probit model and an analysis of variance are applied to a sample of 529 completed questionnaires (response rate=44 per cent). The respondents were selected in January 2007 using a convenience sampling technique. Socio‐demographic variables are used to check representativeness.

In the sample, the level of objective knowledge regarding organic vegetables is high. Attitudes towards the consumption of organic vegetables are generally positive. The strongest motivations for consuming organic vegetables are that they are produced without synthetic pesticides, are better for the environment, healthier, of higher quality and taste better. The strongest perceived barriers are overly high prices and lack of availability. Objective and subjective knowledge with regard to organic food production show a positive correlation. Higher levels of objective and subjective knowledge concerning organic food are positively related to a more positive attitude towards organic food, greater experience of it and a more frequent use of information. Membership of an “ecological organisation” (VELT) is also related to higher levels of knowledge. Some variables have a significant positive relationship with subjective knowledge, but not with objective knowledge. Attitude is significantly and positively influenced by subjective knowledge, VELT‐membership, norm, motivations and female gender. Perceived barriers have a significant negative influence on attitude. The likelihood of consuming organic vegetables is significantly and positively influenced by VELT‐membership, subjective knowledge, attitude, motivations and the presence of children in the household. Whilst objective knowledge, norm and female gender have a significantly positive influence on attitude towards organic vegetables, they have no significant influence on the likelihood of actually consuming organic vegetables.

Whilst several researchers argue that knowledge may be a very important factor in increasing organic food consumption, few have studied the mechanisms behind it. To the authors' knowledge this is the first paper describing the impact of knowledge on organic food consumption in such detail. By assessing the impact of knowledge, as well as other factors, on organic food consumption, greater insight is gained with regard to organic food consumption behaviour.

The purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions.

The study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods.

The results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive impact on purchase intention of organic food products. Interestingly, LCT had no direct impact on the purchase intention of the product. Trust and attitude were found to be significant mediators impacting purchase intention.

The study contributes to the past theoretical literature on LOHAS consumption by analyzing new constructs like scarcity and PCE in the context of organic food consumption. These findings will be crucial for marketers planning to launch organic products in new markets.

In recent decades there has been a tendency towards a “standardization” in the consumer habits of people living in countries with advanced economic development. This has been caused both by the change in the products available and in lifestyles and by the “power” acquired by modern distribution channels (large retail distribution). Apart from this development, however, there has been increasing interest, particularly in the last ten years, in dietary, health and hygiene products characterized by high quality production and content, which may or may not be closely connected with the history and/or culture of the territory. In order, therefore, to understand the mechanisms that regulate the consumer market of organic produce better, a survey was carried out to define the use, purchase and sensitivity to the price of these products in relation to the preferences expressed by consumers as regards the benefits associated with the consumption.

It was aimed to propose and test a theoretical model to evaluate how some dimensions of environmental awareness influence the intention of consuming organic products using gender as a control variable.

The research was developed through quantitative methodology with the use of multivariate data analysis (PLS-SEM). The model uses a second-order construct. Although, it was conducted in a nonprobabilistic way using a convenience sample, with 213 university students.

It was confirmed the relation between the environmental awareness dimensions' influence and the intention to buy organic products that is also influenced according to the consumers' gender. There is a more positive effect and intensity in the organics' purchase by women.

The nonprobabilistic nature in addition to the use of the convenience sample, factors that do not allow the generalization of the results, are some limitations. Moreover, the dimensions of environmental awareness proposed do not include all of the motivators about the organic consumption.

The results identified the factors that motivate the intention to consume organic products in Brazilian context and can contribute to managerial strategies formulation in order to increase the value perceived by the customer in relation to the consumption of these products.

This paper presents a deeper understanding about the dynamics between the factors that can guide the choice for organic products, besides providing a greater theoretical and empirical support tested by the use of a second-order construct.

This research aims to assess the consumers' intention to purchase organic foods for balanced physical and mental growth. It examines the decision-making process in buying organic products built on the extended Theory of Planned Behaviour (TPB). This study designed a model to show how Bangladeshi consumers wish to purchase organic food.

Data were collected by means of a formal questionnaire from shoppers in different markets who buy organic and non-organic foods. Statistical analysis is done by applying partial least square-structural equation modelling (PLS-SEM).

Findings refer that among the four antecedents called social norms (SN), personal attitude (ATT), perceived behaviour control (PBC) and health consciousness (HC), three (ATT, PBC and HC) have a significant influence on the intention to consume organic food in Bangladesh. The only cognitive variable called social norm (SN) has no statistically significant impact though it positively relates to the behavioural intention to purchase organic food.

The fitted model did not consider any moderating or mediating variable though there might be such effects regarding organic food purchase and consumption. The study includes a major portion of the respondents from less than Tk. 20,000 monthly income group, which is a price-sensitive group from Bangladesh perspective. Hence, this price sensitivity might have a slight influence on the results of the study.

This study includes four variables as the predictors to describe consumers' intention to purchase organic food products in Bangladesh. Among the predictors, health consciousness or awareness is found to be most powerful. Though consciousness is the key, the awareness of Bangladeshi citizen regarding organic food is lower than in other parts of the world. Hence, the research model directs the policymakers to increase awareness through different social campaigns.

Under Vision 2040 of promoting sustainable development, the government of Bangladesh is trying to increase organic food consumption. Production and consumption of organic food will positively impact society since organic fertilizers are environmentally friendly and do not harm society. This research promotes a strategy formulation to ensure the consumption of organic foods for a positive social impact.

This study is a unique research to concentrate on the importance and factors influencing the consumption of organic foods in Bangladesh, a recently graduated developing country. Furthermore, it extended the Theory of Planned Behaviour (TPB) and proposed a new conceptual framework.

The purpose of this study is to analyze the levels of knowledge and consumption of organic tomatoes in Spain, and their influence in consumer willingness to pay for this type of food.

The data used in this work come from a survey of 361 Spanish consumers. The paper analyzes the levels of consumption and the knowledge of organic foods, proposing a contingent valuation exercise for organic tomatoes. The Hanemann model is used to estimate the average and maximum willingness to pay for this product. A multivariate logit model was calculated, with different starting prices and variables derived from a cluster analysis of consumers.

Three distinct groups of consumers were identified, and their willingness to pay for organic tomatoes was modeled using contingent valuation. The results clearly show a generalized lack of knowledge of organic products and the confusion caused by the proliferation of labels. A clear relationship was also observed between consumers' levels of knowledge and consumption of organic foods and their willingness to pay a premium for these products. This confirms the interest shown by policy makers in promoting education and information aimed at developing the domestic market.

This paper shows an interesting approach, as research on the influence of knowledge and consumption of organic food on consumers' willingness to pay for this product is scarce, and even more if one considers the local character of many of these studies. As the premium of organic food is one of the main constraints to the growth of this sector, results may be relevant both for producers and planners.