What drives organic food consumption in Lebanon?

To increase the sparse knowledge about what drives organic food consumers in developing markets, Lebanese consumers' reasons and motives for buying organic food are studied in the framework of means-end chain theory. A sample of N = 180 Lebanese consumers was interviewed in several retail outlets using a hard laddering questionnaire. The data were subjected to frequency analysis, cluster analysis, and structural equation modelling. Hierarchal value maps constructed from the laddering interviews revealed that “quality of life,” “pleasure,” and “peace of mind” are the main values driving organic food consumption in Lebanon. Frequent organic consumers displayed higher concern for their family's health and for the environment, whereas occasional organic consumers cared more about their own pleasure and were more likely to perceive organic food as a traditional and nostalgic product. Structural equation modelling revealed that “care for nature” and “care for children's health” significantly affect consumers' (self-reported) purchasing behaviour. The found means-end chains are a useful basis for marketing campaigns for organic food products in the Lebanese market. One focus of marketing campaigns should be raising consumers' awareness on the environmental benefits of organic production and the fact that it does not allow the use of harmful chemical products.