Values are one of the fundamental concepts that explain the human behavior, both individually and socially (Slijepčević & Matanović, 2015). Attitudes and values can greatly influence and guide our decisions and behavior. The aim of this research was to determine how attitudes and values about organic food can influence the decision to purchase it. Basis for this research was The Schwartz Theory of Basic Values and The Theory of Planned Behavior. In the first part, the questionnaire comprises 20 variables (Krystallis et al., 2008). It is divided into the three sections: the list of 17 Portrait Value Questionnaire (PVQ), organic food shopping behavior, and list of nine organic food-related consumer beliefs. For the second part of this research the questionnaire is used to determine attitude, subjective norm, perceived behavioral control, perceived barriers, self-efficacy, past behavior and intention (Chan et al., 2016). The resreach involved 352 respondents, of whom 232 were women and 120 were men. The results showed a large number of statistically significant correlations between the variables used. The most significant correlation is related to the decision to buy organic food, which is more likely for respondents with higher scores on the Benevolence, Universalism, Self-direction and Security subscales.
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