Individual differences in response to minority descriptive norms for organic food

Summary

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.