UNDERSTANDING PARTIAL ADOPTION OF ORGANIC FOOD: A PSYCHOLOGICAL ANALYSIS OF MOTIVATIONS, BARRIERS, AND BEHAVIORAL INTENTIONS

Abstract

The heightened health and environmental safety and sustainability concern has fuelled the heightened demand to consume organic food. However, the positive attitude to organic products generates the risk that as many consumers show partial adoption which is a sign of intent to action mismatching. The research question being proposed aims to research and analyze psychological contributory translators that dictate partial adoption of organic food especially motivation, perceived hindrances and behavioral intentions. Data were collected through a mixed-method strategy based on a set of questionnaires and in-depth interviews with urban consumers of diverse samples. Results of the analysis conclude that health consciousness, environment concern and social influence are crucial motivations and high cost, limited availability and lack of trust in labeling are obstacles. It was also found that the elements determine the willingness of the consumers to purchase organic foods on a regular basis. Findings can be used to learn about the complex interaction of psychological determinants emulsifying the partial adoption and come in handy to guide marketers, policymakers as well as producers to bring more engagement with organic food products.