A focus group study using four groups of food shoppers provides insights into consumers’ knowledge, beliefs, and behaviors regarding organic foods. Two focus groups consisted of shoppers who regularly bought organic foods and two focus groups of shoppers who predominantly purchased conventional foods. Participants in one of the conventional groups were all Caucasian; in the other they were all African-American. While familiarity with organic foods was much lower in the African-American group, its members were more receptive and positive towards organic (...) foods. Likewise, the African-American shoppers were more accepting of price premiums for organics foods. In comparing the two organic shopper groups with the two conventional shopper groups, it was found that the former were generally more knowledgeable about organic foods. They were also more likely to follow a special diet than conventional Caucasian shoppers. However, the behavior of organic shoppers varied widely. The research supports examining social justice and access as motivations for changing policies to support organic agriculture. (shrink)

The paper tests the hypothesis that cultural and social background is far more influential to form preferences about policy than the level of fact-based knowledge a person possesses. The data for the case study stem from a web-based survey among a representative sample of the adult population in Norway. The degree of knowledge of agriculture in this paper is operationalized through questions on five key characteristics of Norwegian agriculture that frequently arise in the public discussion. The results show that the (...) amount of fact-based knowledge of agriculture to a very little extent explains differences within the sample. The cultural background of respondents is much more suited to explain agricultural policy preferences. Knowledge, however, shifts the attention from food price issues towards the delivery of public goods. The results allow us to hint at hot cognition as a possible explanation for such findings. (shrink)

The aim of this research is to determine people's motives when purchasing organic food and how these motives are moderated by price sensitivity and ethical concerns in a cross‐cultural setting. A highly structured questionnaire was used to collect the data from 673 Italian and 594 Pakistani consumers, using the convenience sampling technique. Based on the etic research approach, the measurement invariance tests were performed, and data were analyzed using structural equation modeling. The results indicate that environmental concerns and health‐consciousness are (...) significant predictors of subjective norms and purchase attitudes among Italian consumers. Food safety concern proved the strongest predictor of purchase attitude and perceived behavioral control among Pakistani consumers. The results also confirm the moderating role of ethical concerns and price sensitivity in buying organic food in both cultures. In terms of originality, this study fills significant gaps in the literature, particularly regarding the roles of attitude, behavioral control, and subjective norms in consumer buying motives and purchasing intentions in cross‐cultural studies but more importantly, the results validate that consumer concerns across the globe are related to the Sustainability Development Goals and the U.N. 2030 agenda, which aptly provides a blue print for the development and developmental goals and concerns across nations. (shrink)

Since its origins as an academic newsletter, _Agriculture and Human Values_ has evolved to be one of the leading journals publishing critical scholarship of the food and agricultural system. This essay illustrates and comments on the evolution of the scale and scope of research published in the journal over the years.

Social scientists are increasingly interested in beliefs about farm animal well-being and the factors that predict these beliefs. Yet little attention has been given to the role of values, which social psychologists consider to be the building blocks of human cognition. This study draws from research on values in the environmental social sciences to examine the relationship between environmental values and Americans’ beliefs about farm animal well-being. It also makes a methodological contribution by demonstrating the importance of measuring beliefs about (...) farm animal well-being on large industrial and small family farms separately. A series of paired sample t-tests finds Americans believe the well-being of farm animals on large industrial farms is significantly worse than on small family farms. Multiple regression results reveal the importance of environmental values, as well as various demographic factors, in understanding beliefs about farm animal well-being. They also suggest the presence of direct and indirect effects of values on beliefs. Implications and avenues for further research are discussed. (shrink)

The growth in organic and local foods consumption has been examined using two different approaches to identify characteristics and motivations of food shoppers: market segmentation and economic models using multivariate analysis. The former approach, based on Means-end Chain theory, examines how intrinsic characteristics of foods affect food choices. The latter microeconomic approach examines economic constraints and extrinsic factors. This study demonstrates value in combining the two approaches to generate better empirical predictions of who buys organic and local food. It also (...) supports a broader theoretical framework to explain behavior in terms of intrinsic and extrinsic motivations. Using US data, an adaptation of the Food Related Lifestyle model yields four consumer lifestyles segmented by intrinsic motivations related to food. Each consumer segment exhibits distinct organic and local foods consumption behaviors. A multinomial logit model is estimated to examine the probability of being in one of these four groups as a function of extrinsic variables and economic constraints. In support of Alphabet theory and Regulatory Focus theory, we find that inclusion of extrinsic factors improves prediction of behavior and the ability to explain why they buy organic and local foods. The extrinsic variables that significantly increase the probability of being in a particular consumer food lifestyle segment include: environmental concerns, health practices, race, the presence of a farmers’ market, and to a lesser degree, family composition and income. We also find regulatory focus is most pronounced among the most active organic and local food shoppers. (shrink)