Organic food consumption and environmental awareness in the United States

Purpose This study aims to examine the association between environmental awareness and organic food consumption. While prior research has explored the link between pro-environmental attitudes and consumer intent to purchase organic food, fewer studies have analyzed whether such attitudes correspond to actual purchasing behavior at the U.S. state level. This study seeks to address this gap by investigating the relationship between environmental awareness indicators and organic food purchases, considering demographic, economic, structural and political factors that may explain consumption patterns. Design/methodology/approach The study employs a U.S. state-level analysis using secondary data on organic food purchases and environmental awareness measures. Environmental awareness is assessed through multiple indicators capturing belief in human-caused climate change and support for pro-environmental policies. The analysis controls for demographic, economic, structural and political variables, including education, population density, sex ratio, personal consumption expenditures and political ideology. Statistical methods, including bootstrap regression and Huber M-estimations, are used to examine the strength and direction of associations between environmental attitudes and organic food purchases. Findings The results indicate that environmental awareness variables are consistently associated with higher levels of organic product purchases. In addition, education levels, population density, sex ratio (male-to-female ratio) and personal consumption expenditures are all positively associated with demand for organic products. These findings suggest that environmental concern may influence consumption behavior in conjunction with demographic and economic factors that either constrain or reinforce such attitudes. Research limitations/implications The study relies on aggregated U.S. state-level data, which does not capture individual-level purchasing behavior or attitudes. In addition, while statistical associations are identified, the study does not establish causality between environmental awareness and organic food purchases. Future research should incorporate household-level or longitudinal data to better understand causal mechanisms and the role of social and policy interventions in influencing organic food consumption. Practical implications The results may guide efforts to reduce structural barriers to organic food consumption, such as price and accessibility, to better align pro-environmental attitudes with purchasing behavior. Policymakers and businesses could use these findings to consider strategies that enhance organic food availability, affordability and consumer education on sustainability. Retailers and marketers may also benefit from understanding how economic and demographic factors influence demand for organic products at the regional level. Social implications While organic food is often associated with ethical and environmental responsibility, disparities in income, educational attainment and regional availability may create inequities in sustainable food choices. These findings highlight the importance of policies and programs that expand organic food access and address underlying socioeconomic inequalities in consumption opportunities. Originality/value This study contributes to the literature by providing a U.S. state-level analysis of the association between environmental awareness and organic food consumption. Unlike prior research that focuses on self-reported intent, this study uses actual purchasing data to assess real-world behavior. By integrating economic, structural and political factors, it offers a deeper understanding of the conditions under which environmental concern may correspond to organic food purchasing. The findings are of significant interest to academia, policymakers and industry stakeholders interested in promoting sustainable food systems.