The Influence of the Term 'Organic' on Organic Food Purchasing Behavior

The controversy between altruistic (environment, animal welfare and rural and local development) and egoistic (health, food safety, quality or flavour) values as determining and explanatory factors of organic food consumption raises suspicions that it is not an end in itself but a means: consuming organic foods is a way to achieve healthiness, food safety, quality, etc. rather than an expression of environmental values. In that case, the term 'organic' could be assumed to be a heuristic cue. The aim of this study is to examine whether the heuristic role of the term 'organic' can indeed be assumed and to confirm the mediatory role of this type of food. To this end, personal interviews with 800 individuals were conducted in Spain. In view of the results it may be concluded that the term 'organic' plays an important role as a heuristic cue to superiority. (C) 2013 The Authors. Published by Elsevier Ltd. Selection and peer review under the responsibility of Prof. Dr. Andreea Iluzia Iacob.