Table of Contents
Abstracts…………………………………………………………………………….…………….3
Introduction……………………………………………………………………………………….4
Consumer Purchase of Organic Products……………………………………………….………..5
Methodology:………………………………………………………………………….………….7
* Procedure ………………………………………………………………………..……7 * Samples Description…………………………………………………………………..8
Results:………………………………………………………………………………….…………8
* Identification of Groups……………………………………………………………….9 * Preliminary Results…………………………………………………………………..10 * Invariance Testing……………………………………………………………………12 * Structural Modeling…………………………………………...……………………..14
Discussion………………………………………………………………………………….…….16
Conclusions………………………………………………………………………………………18
References……………………………………………………………………………………..…20

Abstracts

In this paper, I analyze the market for organic products in eight European countries, based on differences in their respective value systems. With a significant sample of 8014 consumers, I first identify international segments in the European organic products market using the Values Theory. Then I apply the Theory of Planned Behavior to examine how European consumers use attitudes, subjective norms and perceived behavioral control to form their purchase intention for organic products. Results show that subjective norms are the main underlying factor driving consumer behavior concerning these products. This effect is higher for the group of countries whose citizens score higher on Schwartz's value scale. In this segment of countries, people are more likely to be affected by what others think, which means that the best approach is to increase social awareness of the relevance of purchasing organic products. Organic products represent a potentially profitable opportunity for companies with an international horizon. Results are also useful for consumers and public administrations.

1. Introduction
The increasing concern