Search results for "Organic food products"

Legitimating the consumption of organic food products by emotions

2016

Besides cognitions, also emotions have an effect to purchasing decisions of the consumers. The impact of emotions to consumption decisions in general has been studied quite extensively but in the field of organic food consumption the previous studies have not taken this view comprehensively into consideration. Because consumers of organic food products seem to legitimate their purchasing decisions by emotions it is important to study what kind of legitimation strategies they use and what kind of factors encourages their consumption. Consumers use the following strategies to legitimate their consumption decisions: authorization, rationalization, moral evaluation, and mythopoesis. Which strat…