You have full access to this open access article. Online chat-based laddering interviews were conducted with 30 organic and non-organic consumers. A means-end chain analysis of the laddering interviews revealed several values of young adults that are relevant for organic food purchase.
Values that were found in relation to organic food purchase were security, universalism, hedonism and benevolence. Values related to non-purchase of organic food were security, power, self-direction and hedonism. Since many years, the market for organic food shows a continuously growing trend. Increasing area means additional supply of organic produce, and in order to maintain market equilibria also is an additional demand.
One such group is young adults 18 to 30 years. In order to successfully address this group, one should be aware of the general values and specific attitudes towards organic food that drive consumer behaviour Reynolds and Gutman Since values and attitudes can differ between generations Fricke , existing knowledge about values and attitudes of the average aged consumer might not be generally transferable.
In the past, various studies have dealt with consumer attitudes towards organic food and buying motives, and a distinction was made between egoistic and altruistic motives for the consumption of organic food Aschemann and Hamm ; Goig ; Hughner et al. They include environmental protection, animal welfare or fair producer prices. There is disagreement in the literature about the relative importance of egoistic versus altruistic motives.
Some studies show that altruistic motives are more important for the purchase of organic food; other studies revealed that purchase decisions are driven by egoistic motives Aarset et al. On this basis, some recommendations on how to increase demand for organic food among young adults are drawn. This is followed by a description of the own survey. While values are defined as a general view about a desirable end state, attitudes refer to specific situations.
