Foster, (2005),"Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food", If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to test the extension of the theory of planned behaviour (TPB) in an organic food buying context. Design/methodology/approach -The relationships between subjective norms and attitudes and intention to buy organic food were studied by applying structural equation modelling. Findings -The proposed modified model of the TPB model fitted the data better than the original model, implying that in the organic food-buying context the role of subjective norms differs from the original theory of planned behaviour. In buying organic food subjective norms affected buying intention indirectly through attitude formation. In addition, results showed that the modified TPB model predicts intention to buy organic food better than the original model. Based on the results, it can be said that consumers' intentions to buy organic food can be predicted with their attitudes (R 2 ¼ 0:558), which can further be predicted by subjective norms (R 2 ¼ 0:374), and that behavioural intentions reliably predict self-reported behaviour (R 2 ¼ 0:824). Research limitations/implications -First, this study concerned only organic bread and flour products, and therefore the results cannot be expected to explain consumer behaviour for all organically produced products. Second, just one retail channel of organic foods, a hypermarket, was examined. Since the different store formats have also very different characteristics (e.g. price level and number of products), it is likely that also the consumers' buying behaviour differs between different stores. Originality/value -In past studies on organic food-buying behaviour, the role of subjective norms has often been neglected -either they are not included in the models or their explanatory power has been weak.

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In general, findings in the market orientation research stream indicate that market orientation has a positive linear relationship with business success, and managers have been urged to be more market oriented, regardless of the firm's current market orientation level. The authors develop a theory that predicts that the relationship between market orientation and business performance is an inverted U shape, such that high levels of market orientation may reduce performance. The authors’ empirical study of firms’ export market-oriented (EMO) activities in their export operations finds support for the hypothesized inverted U-shaped relationship between EMO behavior and export sales performance. They show that the inverted U-shaped relationship becomes greater in magnitude (more pronounced) as market dynamism increases and that the optimal value of EMO behavior (i.e., the value that generates the highest performance return) decreases as market dynamism increases and increases as exporting firms’ internationalization increases. Therefore, they conclude that management's task is not to aim for ever-increasing levels of market orientation but to manage market orientation so that its level is optimal given the firm's environment and the international diversification strategy being pursued.

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