“I Eat Organic for My Benefit and Yours”: Egoistic and Altruistic Considerations for Purchasing Organic Food and Their Implications for Advertising Strategists

We employ a novel adaptation of self-construal theory to explain the theoretical basis of factors that influence organic food purchase decisions. Study 1 reveals that egoistic (e.g., personal health) and altruistic (e.g., environmental) considerations simultaneously predict consumers' organic attitudes and purchase intentions. Study 2 indicates that societal considerations play a more influential role for green/organic products. Study 3 tests...