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The controversy between altruistic (environment) and egoistic (health) values as explanatory factors of organic food consumption raises suspicions that consuming organic foods is not an end in itself but a means—a way to achieve healthiness rather than an expression of environmental values. In this case, the term 'organic' could be assumed to be a heuristic cue. This paper examines whether the heuristic role of the term 'organic' can indeed be assumed. Personal interviews were conducted with 800 individuals. Results indicated that the term 'organic' plays an important role as a heuristic cue of superiority.


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