The Organic Attitude–Behaviour Gap: Behavioural Schemas in Food Choice

Background: The gap between positive attitudes toward organic food and actual purchase behaviour remains a puzzle for consumer research. This study asks why some consumers reject organic products despite favourable attitudes, and whether antagonistic and avoidant schemas are associated with this gap. Methods: The sample consisted of 422 adults who completed 20 forced-choice vignettes about organic food scenarios, together with the Pathological Narcissism Inventory (PNI-28), Generalized Anxiety Disorder scale (GAD-7), and Social Desirability Scale (SDS-16). A behavioural domain of the VEGA instrument captured narcissistic schemas. Results: The domain showed moderate internal consistency (α = 0.61, ω = 0.63) and a two-factor structure (KMO = 0.73, p < 0.001). Antagonistic schemas were linked to rejection of organic products (r = 0.28, p < 0.001), and criterion validity was supported through behavioural decision-making vignettes (VN-6) (r = 0.28, p < 0.001, n = 360). Social desirability was not associated with the domain (r = 0.04, p = 0.43). Confirmatory factor analysis indicated good absolute fit (RMSEA = 0.039; χ2/df = 1.65) and near-acceptable incremental fit (CFI = 0.83; TLI = 0.81). Conclusions: Behavioural schemas appear to be associated with organic purchases, though the VEGA domain requires further refinement.