Organic vs. Local: Comparing individualist and collectivist motivations for “ethical” food consumption

We extend prior research on “ethical” food consumption by examining how motivations can vary across demographic groups and across kinds of ethical foods simultaneously. Based on a survey of food shoppers in Toronto, we find that parents with children under the age of 5 are most likely to report intention to purchase organic foods and to be primarily motivated by health and taste concerns. In contrast, intention to purchase local food is...