The Effect of Private Self‐Consciousness on Consumer Preference For Organic Food

ABSTRACT Organic food sales have stagnated despite the growth of organic farming. This underscores the necessity for a better understanding of the determinants of organic food purchases. Our research uses self‐consciousness theory to explain consumer preference for organic food. The findings of field and experimental research studies reveal that consumers’ private self‐consciousness positively influences the decision to purchase or choose organic , but not nonorganic food, by enhancing a consumer's public self‐consciousness. The effects of private self‐consciousness remain robust across different cultural backgrounds (German and Dutch) and food categories (vice and virtue categories). This study suggests that marketers and policymakers should consider consumer self‐consciousness strategically.