Choice of organic food was measured as an
intention to consume organic food. The scale
consisted of three items, indicating how often
the subjects expected, planned or tried (see
e.g. Conneret al., 2002) to consume organic food during the next 2 weeks (from 0 to 14
days), coded from 0 to 14. We chose a
frequency measure because it is deemed the
most appropriate scale to use when the
behaviour in question is repeated behaviour,
as food choice is (see e.g. Courneya, 1994).