Motivation och intention att konsumera ekologiska varor

Sammanfattning: The growing scarcity of the Earth´s natural resources has made organic products into an important topic worldwide. The aim of this study is to examine which factors that motivate individuals to consume organic products, by using an extended version of the theory of planned behaviour which includes the emotional variable anticipated regret. A multiple regression analysis was performed on the data collected from 98 participants. The results obtained from this study show that 67.9 % of the variance in the intention to consume organic products can be explained by the extended research model. Attittude was the strongest variable with a significant contribution of 30.7 %. Anticipated regret also had an unique significant contribution of 5.5 %. On the basis of the results generated from this study there is reason to assume that a change in attitude regarding the konsumption of ecological products could lead to a change in behaviour. Taking into account that earlier studies regarding attitudes concluded that it is a relatively stable contruct over time, changing anticipated regret might be a viable way to change consumer behavior in marketing strategies