Bridging the Gap: Exploring the Role of Locus of Control in the Transition from Environmental Concerns to Organic Product Consumption in North Portugal, a SmartPLS Study

Abstract

(1) Background: Exploring the drivers of organic food consumption is crucial for designing pro-environmental marketing strategies. This study aims to investigate elements associated with organic product consumption in North Portugal, with a particular focus on food sustainability. (2) Methods: A self-reported questionnaire was administered to 295 participants to examine (1) personal motivations, such as beliefs about the impact of consuming organic products on health, concerns about soil, and self-perception of control; (2) attitudes towards contextual motivations, including the value of time, price, labels, and taste; and (3) the frequency of organic product consumption. A partial least squares model was employed to explore the relationship between participants’ motivations and behavior. (3) Results: Perceiving organic food as healthy was positively associated with higher organic product consumption. Positive attitudes towards cost-effective products, spending less time purchasing products, and a high locus of control did not moderate this relationship. While soil concerns were not significantly associated with the consumption of organic products overall, this association was significant in participants with a higher locus of control. A low locus of control was associated with a positive attitude towards pesticides. (4) Conclusions: The findings suggest that bridging the gap between concerns about soil conditions and pro-environmental behavior involves perceiving oneself as an agent of change and becoming proactive at an individual level. Resources to enhance individuals’ environmental curiosity and literacy may increase their locus of control, fostering a more accurate attitude towards pesticides and, consequently, an increase in organic product consumption. Additionally, companies could strengthen the association between organic food and better health by investing in marketing. These strategies have the potential to positively impact food sustainability.