The Impact of Subjective and Objective Knowledge on Attitudes towards Organic Food Consumption
The Impact of Subjective and Objective Knowledge on Attitudes towards Organic Food Consumption

Summary/Abstract: Studies appeared in this field found that there is a gap between consumers‘ knowledge and attitude and their behavior in the context of organic food consumption. This discrepancy consists in the difficulty to identify or to know the characteristics of these products and in their confusion with other types of similar products or even counterfeit ones. The objective of this paper is to investigate the impact of consumers‘ knowledge about organic food on attitudes towards consumption. The paper presents the results of an empirical study on the impact of objectively and subjectively measured knowledge on attitudes and mediator effects of subjective knowledge and beliefs on the relationship between objective knowledge and behavioral attitude. The innovativeness of the article consists in a multidimensional approach to the concept of objective knowledge, emphasizing the differentiated effect of certain types of information stored in consumer‘s memory.

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