Does consumption of organic foods contribute to Korean consumers' subjectivewell-being?

The current study used the value-attitude-behavior hierarchical framework as a theoretical foundation to investigate how consumers' personal values and attitudes influence organic food consumption intention and behavior and how organic food consumption contributes to their perceived subjective well-being. The responses from a total of 420 Korean consumers were analyzed using structural equation modeling. Results of this study indicated that universalism was positively related to attitudes toward environmental and psychological consequences of organic food consumption, whereas benevolence was positively related to attitudes toward health-related consequences. Further, intentions to consume organic foods were positively influenced by attitudes toward health-related and psychological consequences fromconsuming organic foods, and a positive, significant relation between the intention and the behavior regarding organic food consumption was revealed. Lastly, it was found that organic food consumption significantly affected consumers' physical, psychological, and social well-being perceptions. Research contributions were discussed, and managerial implications were offered in the conclusions.