Organic food consumption behavior in Lithuania

The project was designed to comprehensively evaluate organic food consumption behavior in Lithuania by developing theoretical, conceptual frameworks, and methodological approaches. The project successfully achieved all of its objectives. First, it delivered the necessary frameworks for evaluating organic food consumption behavior. Second, it identified vital factors influencing organic food consumption and pinpointed the main barriers consumers face in Lithuania. Third, the project explored the role of environmental self-identity as a moderator in the relationship between consumption values and the intention to purchase organic food. Fourth, a multi-group analysis (MGA) was applied to deepen the structural equation model analysis, specifically investigating how purchase intentions toward organic food varied across different demographic groups, such as age, gender, education, and income. Fifth, the project provided a detailed assessment of organic marketing in Lithuania, offering targeted recommendations to marketers and policymakers on enhancing organic food consumption through individualized marketing initiatives to support environmental protection.

This project has received funding from the Research Council of Lithuania (LMTLT), agreement No S-PD-22–67.