The present study examines the effects of descriptive norms on changing
indifferent attitudes towards organic food. Researchers hypothesized that reading a descriptive
norm statement, which falsely states that a high percentage of people are now eating organic
foods, will have a greater positive effect on changing indifferent attitudes than reading a
factual-favorable statement (positive facts about organic food) or a food-unrelated statement
(control). Another objective of the study is to discover correlations between people’s health,
lifestyle, and attitudes towards organic food. Data is continuously collected throughout
Southeast Florida (to date n = 210). Those with a positive attitude toward organic food (n =
120) were asked to complete a health, lifestyle, and demographic questionnaire. Those who held
indifferent attitudes towards organic food (n = 90) were randomly assigned to one of the three
conditions. Data analyses have not been completed yet. Results from the original pilot study (n
= 100) indicated that the descriptive norm condition had the predicted effect. Findings from
this study can be used to offer advocates of organic food effective ways of promoting
sustainable food.
