Consumer Behavior

Organic Consumption: The Influence of Risk Perception, Efficacy, and Product Types

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Abstract

The purpose of this study was to investigate the differential impacts of risk perceptions associated with conventional farming and organic certification on organic consumption of various product categories. Self-efficacy was conceptualized as a mediator of the assessment of risk and organic certification. Risk represents the magnitude of harm caused by conventional farming practices, while organic certification is viewed as efficacy of organic products. These variables were drawn from the discussion of protection motivation, risk perception, and self-efficacy theories as well as empirical findings in the field. An online survey was posted on MTurk to recruit adults residing in the US. A total of 410 responses were analyzed. We found that the direct impact of the risk perception was only apparent in produce purchasing although both grains and produce showed a full and partial mediations. On the other hand, purchasing most organic products other than those two product types was not influenced by the risk perception. The results also indicate that the organic certification has strong influences on all products, mostly through raised self-efficacy. It is important to note that both risk perception and organic certification have direct impacts on self-efficacy.

Keywords: Organic, organic agriculture, consumer purchasing, environmental risk, efficacy, organic, organic consumption

How to Cite:

Park-Poaps, H. & Han, T., (2024) “Organic Consumption: The Influence of Risk Perception, Efficacy, and Product Types”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17797