Overall, the results reported here provide a deeper understanding
of the important motives of organic food consumption as
driven by the age of consumers. That is, although there is evidence
that environmental concerns and ethical consumer-identity make
a significant contribution, such impacts may depend on the segment
of consumers. Here in particular, older consumers may not
be convinced by environmental concerns, or they would not buyorganic foods merely because they feel that they are ethical consumers.
Rather, older consumers who are willing to pay higher
prices must be convinced or need justified reasons that are more
directly related to them, for example, self-presentation or the
health benefits of choosing safer foods (Carrigan et al., 2004).