Intrinsic motivation and its influence in eco shopping basket

Abstract

AbstractGreen, organic, ecological or sustainable are common adjectives used to characterise food that is produced and processed in harmony with natural systems and cycles. The research analysed the inherent drivers behind consumers' preference for organic food and investigated how these drivers influence the prominence of organic products within consumers' shopping baskets. The investigation also dealt with the difference between intended and effective purchase of organic products, as well as the moderating effect of intrinsic motivation on the weight of organic products in consumers' basket of goods. To achieve this, there was examined a sample of 627 respondents gathered through an online panel survey. Cross‐tabulation and one‐way analysis of variance for data analysis were used. The findings revealed that consumers are intrinsically motivated to opt for organic food, which leads to a substantial increase in the proportion of organic items within their shopping baskets and a heightened willingness to allocate more of their budget to such products. This study furnishes empirical evidence underscoring the inherent factors propelling organic food consumption and the significance of comprehending the driving forces that shape consumer behaviour. The outcomes of this study augment the existing body of knowledge pertaining to organic food consumption and provide implications for retailers, policymakers and marketing strategists vested in advancing the cause of organic food.