Conner Mullally

This study analyzes NielsenIQ household scanner data, exploring the environmental motivation behind organic food consumption using single‐use plastics spending as a proxy for environmental concern. To investigate the relationship between the two environmental behaviors, organic food and single‐use plastic, the study utilizes the instrumental variable approach to account for the potential endogeneity in revealed preference data. Results show a significant negative association between single‐use plastic and organic food purchases, underscoring environmental concern as one of the motives for choosing organic foods. The findings indicate that organic food marketing should emphasize environmental benefits to appeal to environmentally conscious consumers.