How personal and social-focused values shape the purchase intention for organic food: Cross-country comparison between Thailand and Germany

Organic food contributes to environmental sustainability and is becoming increasingly popular worldwide, although it is generally more expensive than conventionally produced food. Rather different sets of values and motivations are driving consumers' purchase intentions in mature compared with emerging organic food markets. To inquire about similarities and differences in consumers' motives our qualitative, comparative study employs a series of in-depth interviews with organic-food-store clients in Germany and Thailand from February to May 2021. The analysis applied means-end chain (MEC) theory to map the mental decision-making processes. Results were interpreted and compared referring to the Schwartz Theory of Basic Human Value (STV). The findings show a rather similar values base of both samples in terms of the relevance of ‘quality of personal life’ and ‘personal well-being’. Substantial differences emerged in the Germans high emphasis on the values ‘health of environment’ and ‘social responsibility’ which were absent in Thailand, while Thais put great importance on the ‘responsibility for family’. Focusing on the five most important values in each country, we conclude a more personal-focused value system in Thailand, respectively a rather social-focused one in Germany. This paper contributes to the literature as it is one of the few qualitative studies on organic food purchase intention using MEC and STV and the first one conducted in Thailand. The findings provide valuable insights for producers and marketers to better address German and Thai consumers' needs to influence their purchase intention towards organic food consumption. •Germans have a more social-focused value system when buying organics.•Thais have a more personal-focused value system when buying organics.•Similar values base: ‘quality of personal life’ and ‘personal well-being'.•Germans emphasize ‘health of environment’ and ‘social responsibility'.•Thais prioritize ‘responsibility for family'.