Individual differences in response to minority descriptive norms for organic food

Summary in the original language of the document

This study combined descriptive norm (information about what others are doing) and minority influence; examining their power in the context of individual differences and characteristics in the area of organic food. An online survey was conducted (N=150 WUR students) to investigate the role of consumers individual characteristics (Ego-involvement and Domain Specific innovativeness) in response to minority and growing norm descriptive message compared to the control (no-norm message). This research was aiming to find out if personal traits play a role in organic food choice and more specifically if and how those they influence attitudes and buying intention under different norm manipulations.