Organic Food Consumption: Application of Means-End Theory

Objective: We examined the phenomenon of organic food consumption based on Means-End Theory (MET). Methods: This phenomenon was examined in 2 manners. First, a qualitative study was conducted to explore the meaning of organic foods and understand how organic foods are used to achieve organic shoppers' goals and values. Second, an empirical study tested and validated the Means-End Theory. Overall, 512 completed responses were used for the data analyses. Results: The analysis of structural equation modeling (SEM) supported 5 of 7 hypotheses testing the relationships among the 4 constructs (ie, attributes, consequences, values, and behavioral outcomes). The environmental benefits were not associated with personal values and personal values were not associated with word-of-mouth (WOM). Conclusion: MET is applicable to our empirical study of organic food consumption.