Figure 2.1, which shows the cognitive structure, has 'tastes good', 'feel pleasure', and 'food and enjoyment' as items included in the structure. These indicate that taste is a factor because, despite consumers preferring organic food products for reasons such as health benefits, the taste of organic food products also comes into play in their purchase decisions. This may be a longer-term impact in that taste does not impact the impulse purchase of organic food products, as consumers would already have an idea or indication of the taste of the organic food products, which may or may not taste better than inorganic food products, as this is based on individuals’ taste preferences.