Organic Consumption as a Change of Mind? Exploring Consumer Narratives Using a Structural Cognitive Approach

An innovative qualitative approach to analyze consumer narratives and biographies was applied to gain insight into consumer decision making and dynamic behavioral patterns in the purchase of organic foods. We adapted Gardner's (2004) change-of-mind framework to organic food consumption. Regular consumers trust organic products because they believe that they are healthier and tastier than the equivalent nonorganic product. This belief is built upon day after day by their experiences and by word of mouth: a growing stock of information supports their food choice and confidence in organic food. Occasional consumers have strong beliefs about the better taste and the higher quality of organic food in general. The choice to (regularly) buy organic food is a matter of largely unnoticed inner development. The results allow us to draw some conclusions relating to the determinants of the future demand for organic food in Italy.