Looking behind the choice of organic: A cross-country analysis applying Integrated Choice and Latent Variable Models

Abstract

This cross-country study investigates the relative role of organic labelling in consumers’ purchase decisions for apples and the extent to which behavioral constructs, derived from an extension of the Theory of Planned Behavior, influence consumers’ choices. We apply an Integrated Choice and Latent Variable Model, combining a discrete choice experiment with structural equation modelling. Empirical validation draws on data from an online survey conducted in three European countries (NGermany = 404; NNorway = 407; NUK = 401). In all countries, price is by far the most important attribute in consumers’ purchase decision of apples, followed by country-of-origin and production method. The results show considerable consistency across the investigated countries regarding the importance of behavioral constructs - attitudes, subjective norms, perceived behavioral control, trust, and personal moral norms - in explaining consumers’ intentions to buy, and purchase choices for, organic apples, confirming the derived theoretical framework.