One size does not fit all consumers: How social context shape the behavioral drivers behind organic food purchases

This study investigates the intricate relationship between cognitive sociology and sustainable eating practices, specifically focusing on organic food purchase behaviours. We aim to uncover the complex social drivers influencing these behaviours by bridging social practice theory with sustainable consumption patterns. We extend traditional models that primarily focus on individual drivers of eco-food purchase behaviours by examining how the broader social context shapes and modulates the strength of individual factors. Using data for a representative sample of the Spanish population, we developed a comprehensive model that reveals how social practices contribute to explaining heterogeneity in the effects of various drivers. Our analysis identified four distinct social mechanisms that shape organic food purchase practices. These mechanisms differ significantly in how they influence the sequential determinants of behaviour. Notably, we found that age and family lifecycle stage were more influential in explaining these differences than social position. The results of our study underscore the need for nuanced policy interventions sensitive to the heterogeneous social determinants of organic food purchase behaviours. We advocate for targeted approaches based on a deeper understanding of these social mechanisms, as this would lead to more effective and inclusive sustainable consumption policies. Our research contributes to the growing body of literature on sustainable consumption by highlighting the critical role of cognitive processes shaped by social food purchase behaviours in understanding and promoting sustainable nutrition. Our findings have significant implications for policymakers, marketers, and researchers seeking to encourage more sustainable food choices in diverse populations. • The practice of buying organic food is socially shaped. • The mean effect of drivers of eco-food purchases is heterogenous. • Age and family lifecycle account for heterogeneity in the mean effect of drivers. • Heterogeneity is characterized by young people, adults, and adults with family.