To ensure the food industry continues to grow, it is vital to properly understand the factors that impact the purchasing of organic food. Research offers ambiguous findings about what drives consumers to decide to purchase food labeled as organic. This study advances the current theories on organic food-purchasing behavior, which overlook the importance of the two-way interaction of social norms and individual behavior, suggesting that the role of social norms may have been simplified. We suggest the causal processes associated with organic food decision-making involve the social feedback loop, a powerful force that takes the current state into the phase of transition. Positive feedback is key to maintaining and developing the sustainable behavior of the society, where an initial change in consumer behavior to purchase organic food is magnified when that change resounds through social norms. This is especially pronounced in Norway and Slovenia, where marketers can make more cost- and time-efficient use of persuasive messages and requests. In addition, we provide a comprehensive delineation of organic food purchase decision-making of close to 14,000 individuals from 15 countries that includes key psychosocial antecedents, along with Schwartz’s values, attitudes, social norms, perceived behavioral control, and intentions. Using a mixed-methods approach (i.e., statistical matching, spatial econometrics, structural equation modeling), the present paper thus intends to add to the understanding of environmentally friendly purchase behavior beyond unidirectional and single-theory relationships.

This paper looks at the distribution of disposable income by deciles to indicate how specific mitigating measures have influenced income groups and considers the effectiveness of different combinations of containment measures in the European Union. Simulations using the EUROMOD tax-benefit microsimulation model imply that the mitigating effects of the simulated measures are regressive, with a bigger influence on the bottom part of the income distribution. It is also observed that old democracies benefit from these measures more than new democracies. Surprisingly, our results further reveal that for the two highest decile income groups, the COVID-19 containment measures are stronger in new democracies. Finally, a qualitative comparative analysis of 19 EU countries suggests that each country should apply mixes of containment measures that fit its own context. Although there is no one-size-fits-all policy, old democracies seem more successful at handling the consequences of the COVID-19 crisis than new democracies. This study complements the literature as it shows how COVID-19 measures have influenced household income groups, and second, it adds to earlier studies by clarifying that only specific context-dependent combinations of containment measures are successful at preventing the loss of people’s living standards, thereby giving policymakers the necessary leeway to formulate effective policies.