A REVIEW OF DETERMINANTS OF CONSUMER BEHAVIOR TO ORGANIC FOOD

Abstract

This review explores the psychological, social, and contextual determinants that shape consumer behavior toward organic food, with an emphasis on sustainability and value-driven choices. Beyond traditional behavioral models like the Theory of Planned Behavior (TPB), this study incorporates the Means-End Chain (MEC) theory to examine how consumers link product attributes to personal values through perceived consequences. In addition, qualitative techniques such as Free Word Association are considered to capture spontaneous cognitive associations and cultural variations in organic food perceptions. The review synthesizes findings from 35 empirical and theoretical studies, offering strategic insights for marketers, policymakers, and researchers aiming to promote sustainable food consumption. The integration of value-based models and consumer psychology tools enhances our understanding of the deeper motivations behind organic food choices.