Cross-national and lifestyle differences in consumer choice criteria and motives with regard to a processed organic food

Differences in consumer reasons and motives for choosing a processed organic food in four European countries are explored by means of a laddering study and controlled for food-related lifestyle (FRL). The main results are reported in the form of perceptual maps based on correspondence analysis. Choice criteria and motives behind choosing organic food differ markedly between countries and so do the use of organic as a choice criterion. The salience of specific associations to organic food is sensitive to the processing level of the food, but the core reasons and motives for choosing organic food seem not to be.