Heterogenous social mechanisms drive the intention to purchase organic food

PurposeThis article explores the heterogenous social mechanisms that drive responsible environmental behaviours by investigating differences in the mean effect of the psychosocial determinants of the intention to buy organic foods.Design/methodology/approachUsing data for a representative sample of the Spanish population, we estimated the mean effect of the constructs represented in the responsible environmental behaviour (REB) theory that affect sustainable food consumption, and examined the social mechanisms that may explain heterogeneity in the mean effect of those constructs. Confirmatory factor analysis, linear regression, and latent class regression were used in the analysis.FindingsWe found that the effect of REB's psychosocial constructs varied significantly, demonstrating social heterogeneity in the estimated average effect. We identified different social mechanisms that explain variations in organic food purchase intentions: environmental attitudes and social norms shape these intentions among socioeconomically privileged consumers, whereas personal norms shape these intentions among less socially advantaged consumers.Originality/valueOur research contributes to the literature by highlighting the existence of differing social mechanisms explaining organic food purchase intentions. The uncovering of three social mechanisms explaining differences in the mean effect of factors driving those intentions provides valuable insights with regard to both further developing a holistic framework for responsible environmental behaviours and developing new public policies and marketing strategies aimed at improving sustainable food consumption.