The Effect of Private Self-Consciousness on Consumer Preference For Organic Food

Abstract

Organic food sales have stagnated despite the growth of organic farming. This underscores the necessity for a better understanding of the determinants of organic food purchases. Our research uses self-consciousness theory to explain consumer preference for organic food. The findings of field and experimental research studies reveal that consumers’ private self-consciousness positively influences the decision to purchase or choose organic, but not nonorganic food, by enhancing a consumer's public self-consciousness. The effects of private self-consciousness remain robust across different cultural backgrounds (German and Dutch) and food categories (vice and virtue categories). This study suggests that marketers and policymakers should consider consumer self-consciousness strategically.