Organic shoppers’ involvement in organic foods: self and identity

PurposeThe purpose of this paper is to understand how identities drive customer values, attitudes toward organic foods and satisfaction, all of which influence world or mouth (WOM).Design/methodology/approachQuestionnaire surveys were administered to the purchasers of organic foods. In total, 512 completed responses were obtained for data analysis.FindingsStrongly defined social identity and role identity are significant antecedents of consumers’ health consciousness and socially responsible consumer behavior (SRCB). This finding explains why organic shoppers value their health and the environment (i.e. self- and others-oriented values). Additionally, health consciousness and SRCB significantly influence attitudes toward organic foods. The study reveals that attitudes toward organic foods positively influence organic shoppers’ satisfaction, and their satisfaction increases positive WOM. Finally, the moderating effects of involvement and mass media are examined. When organic shoppers are strongly involved with organic foods, their health consciousness has a more positive effect on their attitudes toward organic foods. However, organic shoppers’ involvement did not moderate the effect of SRCB on attitudes toward organic foods. Likewise, the mass media did not moderate the effect of health consciousness and SRCB on attitudes toward organic foods.Originality/valueThis study incorporates critical factors such as the antecedents of the customer values to develop a comprehensive model for understanding of organic shoppers’ consumption of organic foods.