How Values, Attitudes and Social Norms Influence "Organic" Food Consumption

Moreover, rural inhabitants usually have greater possibility to produce their own food as they live more traditional lifestyle.
As a result, present research mostly aims on explaining the connection of attitudes and values with purchasing behavior, not explaining how process of involving social norms works in this particular case. Social forces affecting organic consumption are extensively described in the literature, but not analyzed. Organic food consumption as a social dilemma, cognitive dissonance unsustainable production causes, organic food consumption as a trend as well as the influence of laws and regulations were not researched. Moreover, there is a lack of evidence of the work of Protection Motivation Theory (Rogers 1975) and Value-Belief-Norm Theory (Stern 2000). Another limitation could be seen in the way theories are used in researches. It is usually exploited to proof hypothesis, making the comparative analysis impossible. It is also difficult to research the way models and theories outperform each other in predicting consumers’ behavior. Moreover, further research might be conducted on the practical level in more countries.
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