Health-related determinants of organic food consumption in The Netherlands

Health-related determinants of organic food consumption in a sample of customers of health and natural food stores were compared to those in a nationwide representative household sample. Organic food buyers considered themselves more responsible for their own health and were more likely to undertake preventive health action than the general population. Wholesomeness, absence of chemicals, environment friendliness, and a better taste were the primary reasons to buy organic foods. The customers of health and natural food stores found appearance, ease of preparation, and fitness for slimming less important than the nationwide sample. Stepwise discriminant analyses showed that buyer groups were distinguished best on the basis of education, body mass index, scores on the Health Locus of Control scales, or interest in vegetarianism and naturopathy. The differences between buyers and non-buyers on a multitude of measures suggest that organic food consumption is part of a way of life. It results from an ideology, connected to a particular value system, that affects personality measures, attitudes, and consumption behavior.