Globally, there is a growing number of studies focused on discovering the factors that influence the intention to purchase organic products. The present research aims to investigate beliefs about the direct effects of organic food on health, lifestyle, enjoyment of food, environment and the local economy and their influence on the intention to purchase this type of products. It is expected that this relation will be stronger if those factors capture the consumers' beliefs on how effective organic food products are in contributing to specific important issues rather than capturing their general attitudes towards those issues, which were predominantly investigated in previous research. The study is based on the results of a questionnaire completed by a sample of 411 primary household shoppers from Eastern Croatia. Regression analysis results reveal that intrinsic variables have a stronger influence on the intention to purchase organic food, meaning that it would be most beneficial for organic food marketers and other involved stakeholders to foster the consumers' beliefs regarding personal benefits gained from organic food consumption. The strongest influence thereby relates to health benefits, followed by enjoyment of food and positive influences on adopting a desired lifestyle. The results related to extrinsic variables reveal that organic food consumption may also be increased by emphasising multiple benefits to be gained by the local economy from this type of production. However, when it comes to the effects of individual consumption on the environment and society, it is obvious that consumers must be further educated.
