The decision to purchase organic goods can depend on several factors and many studies
(Guido et Al, 2009; Honkanen et al. 2006) have evaluated and tested these features. It was found
that consumer ethical values and particular attitudes had a great deal of influence when making
the decision to purchase organic goods (Honkanen et al. 2006). When evaluating these attitudes
towards organic foods, “ecological motives had the strongest impact on attitudes, indicating the
important role of environmental and animal welfare concerns in forming attitudes towards
consuming organic food.” (Honkanen et al. 2006, p. 426). Considering the importance attributed
to environmental friendliness and the recent growth in “green” initiatives in today’s society,
these results are not considerably shocking. If environmental and animal welfare is atop the list
of important things to consider when purchasing organic foods, then new research must consider
the driving factors that create these types of behaviors. Consequently, what type of consumer
considers these aspects, environmental and animal welfare, when purchasing foods? To help
answer this question, this study will focus on the comparison of a consumer following a
vegetarian diet with one who is non-vegetarian. In particular, we will examine the purchase behavior of a vegetarian consumer as well as organic food consumption to analyze the effect on
food expenditures.