Health and environmental consciousness, costs of behaviour and the purchase of organic food

Abstract This paper examines environmental and health consciousness, as well as behavioural costs and their effects on the purchase of organic products. The consumption of organic products is regarded as an investment in individual health. The low‐cost hypothesis takes environmental attitudes and behavioural costs into account and is applied to organic food consumption. The survey conducted in three German cities in 2006 using self‐administered questionnaires ( n = 521) does not investigate willingness to pay but rather self‐reported behaviour. The results of the regressions using the Heckman correction show that income does not affect the regularity of organic food consumption but that it does influence individual expenditure on organic food. Furthermore, there is an inverted u‐shaped relation between age and the purchase of organic products. Although health consciousness has a stronger association with organic food consumption than does environmental concern, the interaction between behavioural costs and health or environmental consciousness shows no effect. Thus, the low‐cost hypothesis is not supported.