Abstract
The goal of this presentation is to show results of an empirical study that analysis organic food consumption. The data come from a survey of consumers (N=688) conducted in capital Prague and Znojmo region in 2008.
Structural equation modeling is used to test an extended model of theory of Planned behavior complemented with variables capturing habitualization of behavior and general pro-environmental norms. The results of the study suggest that social norms and health-related attitudes, as well as general pro-environmental values, are significant drivers of organic food consumption.
On the other hand, perceived monetary cost and poor knowledge of organic logo and the certification process, and low trust in certification of organic food are the main barriers to organic food consumption.