| Summary: | This thesis examines the underlying components that affect consumer behavior regarding organic food. The thesis theoretical framework is based on Ajzen and Fishbein’s The Theory of Reasoned Action combined with theories regarding involvement and routine purchases. The empirical material is based on a desk research with 19 research papers between the years 1994 till 2009 and sales statistics over organic food. The thesis conclusion shows that the underlying components when looking at attitude towards conventional food are price, taste, expiration-date and healthfulness. While the components for involvement in organic food is the environment, personal health and supply. Supply, price and routine purchases are the main obstacles for buying organic food as well as the fact that the criteria’s for organic food are subordinated the criteria’s for conventional food.
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