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Title: To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism
Contributor(s): Johe, Miles  (author); Bhullar, Navjot  (author)orcid 
Publication Date: 2016
DOI: 10.1016/j.ecolecon.2016.02.019
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Abstract: The current study examined the role psychological determinants (self-identity, attitudes, perceived behavioral control, and norms) play in organic consumerism. Participants (N=252, meanage=44.35, SD=15.29, 97% resided in Australia) were randomly assigned to one of the three experimental conditions: (1) organic identity prime, (2) pro-environmental identity prime, and (3) neither pro-environmental nor organic identity primes (control). Analysis of variance revealed that organic identity prime was associated with significant increase in intentions to purchase organic products, relative to both pro-environmental identity and control conditions. Follow-up mediation analysis indicated that organic self-identity increased consumer intentions by influencing their attitudes and group norms. These results demonstrate that organic identity can be primed to create identity-congruent shifts toward organic consumerism. Importantly, these findings have direct application for marketing strategies aiming at promoting and developing an "organic" brand.
Publication Type: Journal Article
Source of Publication: Ecological Economics, v.128, p. 99-105
Publisher: Elsevier BV
Place of Publication: The Netherlands
ISSN: 1873-6106
Field of Research (FOR): 150502 Marketing Communications
170113 Social and Community Psychology
Socio-Economic Outcome Codes: 970117 Expanding Knowledge in Psychology and Cognitive Sciences
Peer Reviewed: Yes
HERDC Category Description: C1 Refereed Article in a Scholarly Journal
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