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Abstract
To contribute to the research gap about the role of adolescents in household purchasing decisions, a survey (n=565) was conducted in Lower Austria in 2018 to investigate rural high school students self-reported shopping frequency for organic food products. The Theory of Planned Behavior, extended with socio-demographic characteristics, cultural preferences and attitudinal variables is used as a theoretical framework. Key findings include the influence of attitude toward organic food products and subjective norm, particularly primary socialization, on self-reported shopping frequency. Socio-demographic characteristics and cultural preferences determine attitudes and have an impact on self-reported shopping frequency.