The role of ethical motives in consumers’ choice of organic food was investigated. A
self-administered questionnaire was conducted on a representative sample of 1283
Norwegian adults. The relations between ethical food choice motives, attitudes and
intention to consume organic food was studied by estimating a structural equation
model. Environmental and animal rights issues had a strong influence on attitudes
towards organic food, suggesting that the more people are concerned about these
issues, the more positive attitude they havetowards organic food, and the more likely
it is that they will consume organic food. Also, political motives had some positive
influence on attitudes, while religion was not important as a food choice criterion.
Implications of our findings for marketers are discussed