4. Research method
4.1. Sample
Data were collected from a sample of older consumers using a
self-administrated online survey method. Participants were recruited
through an email list of 600 university employees in a
large, Midwestern university in the United States. The email list
excluded educators (i.e., professors), given that higher education
and/or higher income are associated with organic consumption
(e.g., Tsakiridou et al., 2008), which might create confounding effects.
The invitation email took the form of issuing an opportunity
to voluntarily participate in consumer research for the chance of
winning one of five $20 gift cards. The email included the URL that