Rural High School Students Self-Reported Shopping Frequency for Organic Food Products: The Role of Subjective Norm, Attitudes, Cultural Preferences, School Type and Gender

Elisabeth Gotschi, Manuela Larcher, Manuela Larcher, Stefan Vogel, Stefan Vogel


To contribute to the research gap about the role of adolescents in household purchasing decisions, a survey (n=565) was conducted in Lower Austria in 2018 to investigate rural high school students self-reported shopping frequency for organic food products. The Theory of Planned Behavior, extended with socio-demographic characteristics, cultural preferences and attitudinal variables is used as a theoretical framework. Key findings include the influence of attitude toward organic food products and subjective norm, particularly primary socialization, on self-reported shopping frequency. Socio-demographic characteristics and cultural preferences determine attitudes and have an impact on self-reported shopping frequency.


high school students; organic food products; self-reported shopping frequency; Theory of Planned Behavior; cultural preferences; survey

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ISSN 1869-6945


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