Values, Environmental Attitudes, and Buying of Organic Foods
Grunert, S. & Juhl, H. J. (1995). Values, environmental attitudes, and buying of organic foods. Journal of Economic Psychology, 16, 1, 39-62.
Surveyed 174 Danish schoolteachers about their values, environmental attitudes, and buying behaviors regarding organic foods in order to investigate the applicability of the value theory and measurement approach of S. H. Schwartz (1992) in explaining consumer behavior. Using smallest space analysis and cluster and discriminant analysis, the explanatory power of values for environmental attitudes and the relationships between attitudes and buying of organic foods were assessed to determine which values are relevant for environmentally concerned vs unconcerned consumer behavior. Results show that the universal content and structure of values as predicted by Schwartz were replicated. The 56 values could be grouped according to their explanatory power with regard to environmentally concerned attitudes.
