Ethical values and motives driving organic food choice

• The role of ethical motives in consumers' choice of organic food was investigated. A self-administered questionnaire was conducted on a representative sample of 1283 Norwegian adults. The relations between ethical food choice motives, attitudes and intention to consume organic food was studied by estimating a structural equation model. Environmental and animal rights issues had a strong influence on attitudes towards organic food, suggesting that the more people are concerned about these issues, the more positive attitude they have towards organic food, and the more likely it is that they will consume organic food. Also, political motives had some positive influence on attitudes, while religion was not important as a food choice criterion. Implications of our findings for marketers are discussed. Copyright © 2006 John Wiley & Sons, Ltd..