During the last decades more and more consumers worldwide, started integrating environmental considerations into daily purchases what leads the so-called ‘green consumer’ to ask for healthier, safer, and better quality food. Nonetheless, a deeper understanding of value dimensions consumers across nations perceive in the context of organic food products is still required to develop successful management strategies which might transfer positive consumer perceptions to satisfaction and resulting buying behavior. Against this backdrop, the present study focuses on a) the antecedents leading to the consumption of organic food products and b) the identification of differences regarding the relative importance of the value-based drivers across US and German consumers

• Barbara Seegebarth(Technische Universität Braunschweig)
• Klaus-Peter Wiedmann(Leibniz University of Hanover)
• Stefan Behrens(Leibniz University of Hanover)
• Christiane Klarmann(Leibniz University of Hanover)
• Lisa Luebbehusen Scribner(University of North Carolina Wilmington)