Abstract
Growing consumer interest in organic food has attracted the attention of the academic community. While the existing literature broadly examines the acceptability of organic food, there is a recognized need to delve deeper into consumer values. This study fills this gap by applying the theory of consumer values. The data was collected as part of a survey of 1000 Lithuanian consumers to evaluate the proposed hypotheses empirically. The results show that functional value (quality), social value, conditional value, emotional value, and epistemic value positively influence purchase intention for organic food. Conversely, functional value (price) does not significantly impact the purchase intention of organic food. Furthermore, the study recognizes a significant moderating impact of environmental self-identity in shaping the relationship between conditional value, emotional value, and purchase intention of organic food. In addition, a multi-group analysis examines notable differences between consumer groups based on gender, education, age, and income. The results indicate significant group differences, showing that purchasing behavior among women, younger consumers, those with higher incomes, and those with higher education levels are more susceptible to these values. This research improves our understanding of consumer values regarding organic food in Lithuania and provides valuable guidance to managers and policymakers. By recognizing the intricate interplay between different values and the influence of environmental self-identity, stakeholders can better tailor their marketing efforts and policies to meet the unique preferences of different consumer groups, ultimately promoting the growth of the organic food market.