Subjective and objective knowledge as determinants of organic vegetables consumption

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This study investigates the association between consumers’ subjective knowledge, objective knowledge, general attitudes towards organic food and organic vegetables consumption. Cross-sectional data were collected from a sample of 529 consumers in January 2007 in Belgium. In general, consumers were very well informed about organic vegetables practices, though their subjective knowledge was on moderate to rather low level. Subjective knowledge is shown to be an important factor in explaining organic vegetables consumption. It is significantly, relatively strongly and directly associated with organic vegetables consumption. Objective knowledge, in contrast, is only indirectly associated with organic vegetables consumption, through increased subjective knowledge and more favourable general attitudes towards organic vegetables. Attitudes towards organic vegetables have a direct positive and relatively strong relationship with organic vegetables consumption. Information and promotion campaigns could focus on promoting organic vegetables and organic food in general, so that consumers could improve their expertise and experience with those products.