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The Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes
and Intentions towards Organic Food
Dr Nina Michaelidou
University of Birmingham
Birmingham Business School
University House
Edgbaston
Birmingham B15 2TT
Phone +441214148318
n.michaelidou@bham.ac.uk
Dr. Louise M. Hassan
University of Stirling and the Open University
Institute for Social Marketing
University of Stirling
Stirling, FK9 4LA
Scotland UK
Phone +44 1786 466457
Fax +44 1786 466449
louise.hassan@stir.ac.uk
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Abstract
The paper examines the roles of health consciousness, food safety concern and ethical self
identity in predicting attitudes and purchase intention within the context of organic produce.
A conceptual model is derived and tested via structural equation modelling. Findings indicate
food safety as the most important predictor of attitude while health consciousness appears to
be the least important motive in contrast to findings from some previous research. In addition,
ethical self identity is found to predict both attitudes and intention to purchase organic
produce emphasizing that respondents’ identification with ethical issues affects their attitudes
and subsequent consumption choices.
Key words: organic foods, health consciousness, food safety, ethical self-identity, structural
equation modeling, attitudes and intentions, rural consumers.
Background
The organic food market has grown substantially over recent years across the globe (Giffort
& Bernard 2006; Padel & Foster, 2005; Lockie et al. 2004). Several reasons have been
proposed for this move towards purchasing organic within the literature from studies in the
UK, Europe, Australia and the US. These include: a concern for health (Magnusson et al.
2003; Lockie et al. 2002; Grankvist & Biel 2001; Magnusson et al. 2001; Wendel and Bugge
1997; Tregear et al. 1994), ethical, moral, political or religious motives (Honkanen et al.
2006; McEachern and McClean 2002), the quality or safety of conventional food produces
(Giffort & Bernard 2006; Baker et al. 2004; Makatouni, 2002;Williams & Hammit 2001),
environmental consideration (Lockie et al. 2004; Vindigni et al. 2002; Laroche et al. 2001;
Schiffeerstein & Oude Ophuis 1998; Grunert & Juhl 1994; Sparks and Shepherd 1992) and
personal values (Dreezens et al. 2005; Lea & Worsley 2005). These reasons are often themed
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by existing literature into two broad categories (e.g. Padel & Foster 2005; Wandel & Bugge
1997) firstly consisting of individual or health (egoistic) motives and secondly,
environmental and animal welfare (altruistic) (e.g. Magnusson et al. 2003) motives. Firstly,
consumers perceive organic as a healthier alternative to conventional foods in that they
contain more nutrients (Lea & Worsley, 2005; Padel & Foster, 2005; Baker et al. 2004;
Lockie et al. 2004; Magnusson et al. 2001; Tregear et al. 1994) which enhance personal
wellbeing (Williams and Hammit 2001). Organic produce is also considered safer (Padel &
Foster, 2005; Schifferstein & Oude Ophuis, 1998), better in taste and more enjoyable than
conventional products (Baker et al. 2004; Fotopoulos et al. 2003; Zanoli & Naspetti, 2002;
Roddy et al. 1996). Secondly, environmental sensitivity and animal welfare have also been
found to motivate the purchase of organic produce (Magnusson et al. 2003; Schifferstein &
Oude Ophuis, 1998; Vindigni et al. 2002). Research has also focused on examining the
effects of motives, beliefs and values on attitudes towards organic produce, purchase
intentions and/or purchase frequency, reporting mixed results (e.g. Honkanen et al.2006;
Padel and Foster 2005; Magnusson et al. 2003; 2001). For example, Magnusson et al. (2003)
found health to be the stronger predictor of attitudes and purchase intention towards organic
foods compared to environmental motives. In contrast, Honkanen et al. (2006) found that
environmental and animal motives have a strong influence on attitudes. Similarly, previous
studies indicate health to be the predominant motive for purchasing organic food and shaping
attitudes (Schifferstein & Oude Ophuis, 1998) however, Tarkiainen and Sundqvist (2005)
refute health as a predictor of attitudes towards organic foods. Further, Baker et al (2004)
found discrepancies in the motives explaining attitudes towards organic foods between UK
and German consumers. In addition to the conflicting findings, extant research has focused
on examining specific motives and their effect on purchase intention and frequency (e.g.
Tarkiainen and Sundqvist 2005; Magnusson et al. 2003) omitting others, such as food safety
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and its role as a predictor of attitude and intention. In a similar line, the role of ethical self
identity as an antecedent to attitude and intention has not been explored in the context of
organic purchases despite its contribution in predicting attitudes and intention in similar
contexts (Shaw & Shiu, 2002a; Shaw & Clarke, 1999; Sparks & Shepherd 1992). These gaps
in the literature highlight that our understanding of the role of motives that underlie attitudes
and intention towards organic produce is still underdeveloped (Newsom et al. 2005). This
study contributes to understanding the motives behind the purchase of organic produce by
clarifying the roles of health consciousness, food safety concern and ethical self identity in
predicting attitudes and intention. In particular, we focus on health consciousness in an
attempt to clarify its value in predicting attitudes and purchase intentions towards organic
produce, given the conflicting findings reported in the literature (e.g. Magnusson et al. 2003;
Tarkiainen and Sundqvist 2005 etc.).Concurrently we attempt to clarify the role of food
safety concern and ethical self identity in shaping attitudes and intentions, which have been
omitted in the context of organic food purchase. We therefore simultaneously model health
consciousness, food safety concern and ethical self identity together with an attitude to
intention relationship. The following section discusses the research hypotheses. The
methodology is then addressed and findings are presented. A discussion follows with
implications for future research.
Development of Research Hypotheses
Health Consciousness
Health consciousness assesses the readiness to undertake health actions (Becker et al. 1977).
Health conscious consumers are aware and concerned about their wellness and are motivated
to improve and/or maintain their health, and quality of life to prevent ill health by engaging in
healthy behaviours and being self-conscious regarding health (Newsom et al. 2005; Kraft &
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Goodell, 1993; Plank & Gould, 1990; Gould, 1988). Such individuals tend to be aware of and
involved with nutrition and physical fitness (Kraft & Goodell, 1993). Previous research has
identified interest in health as a primary motive for the purchase of organic food (Lockie et al.
2002; Grankvist & Biel 2001). In addition, health consciousness has been found to predict
attitudes, intention and purchase of organic foods (Magnusson et al. 2003; 2001) since
organic produce buyers are aware that food intake affects their health, they appreciate healthy
and natural foods and are willing to switch foods to improve their health (Schifferstein &
Oude Ophuis, 1998). Although the relationship between health consciousness and attitude has
not been supported in all studies (Tarkiainen & Sundqvist, 2005) we nonetheless hypothesise
that,
H1a: Health consciousness will positively affect attitude toward organic produce
H1b: Health consciousness will positively affect purchase intention of organic
produce
Ethical Self Identity
An ethical or green consumer is ecologically conscious and buys products that are
environmentally friendly and not harmful to the environment or society (Laroche et al. 2001;
Harper & Makatouni, 2002). Ethical motives were found to affect demand for organic foods
and include concerns over the environment, the threat to animals, the threat to human life and
the publicity over the heightened use of genetically modified crops fed to animals
(McEachern & McClean, 2002; Hartman & Wright, 1999). In addition, Magnusson et al.
(2003) and Honkanen et al. (2006) found that ethical motives explain attitude and intention
towards organic produce. However, ethical motives may result in empathy and the
subsequent formation of positive attitudes towards ethical issues (e.g. animal welfare)
