Shifts in consumer behavior towards organic products: Theory-driven data analytics

Consumer behavior is key in shifts towards organic products. A diversity of factors influences consumer preferences, driving planned, impulsive, and unplanned purchasing decisions. We study choices among conventional wine using an extensive survey Australian consumers (N = 1003). integrate five behavioral theories the design, use supervised unsupervised machine learning algorithms for analysis. quantify a gap between intention behavior, emphasize importance cognitive factors. Findings go beyond correlation to causation when combining predictive prowess with explanatory power. Results reveal that affective normative cues may prompt spontaneous causing act against their beliefs.