ABSTRACT
This chapter needs a better understanding of consumer decision-making when choosing between organic and non-organic foods. It involves the development of a theoretically based consumer decision-making model for the purchase of organic food and the testing of this model in eight EU Member States. The study's conceptualization of consumer decision-making is based on Ajzen's theory of planned behaviour (TPB), which was modified slightly for this purpose. We expected that consumer decision-making regarding organic food in different countries can be described by the same overall model, but that there would be differences in the strength of various relationships in the model due to different national conditions, all of which translate into different constraints and facilitators for consumers wanting to buy organic food products. The research population consisted of individuals at least 18 years old and in charge of or sharing the responsibility for the household's grocery shopping. Organic food production combines traditional and innovative food production methods with modern marketing principles.
