4. Determinants of organic food purchase intentions: an empirical study among Italian consumers

Consumers’ attitude towards the biological attribute of food and their purchase behaviour are important aspects influencing the organic agro-food supply chain. Particularly, the factors that influence consumers’ purchase intentions play a fundamental role. This research analyses this last aspect by examining seven determinants, including food safety, attention to human health, knowledge of organic products, influence of family and social context, attention to environmental protection and socioeconomic development via agricultural activity, and perception of the intrinsic quality of food. The methodology approach follows the theory of planned behaviour and findings of previous research on organic food consumption. The questionnaires were distributed among Italian consumers, and 600 valid questionnaires were obtained. The outcomes how that the factors that could influence consumers’ purchase intentions are well described, and the strongest are environmental concerns, perceived intrinsic quality, food safety and socioeconomic opportunities for farms.