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IVs Health motivator Reputation of store Conviction about the utility Org food specific Opinion leadership WOM for store Affective commitment towards the store Certification process Organic food specific innovativeness Protect environment WOM of family, friends & colleagues Nutrition Perceived financial risk Taste Perceived performance risk Curiosity Look after unwell people High price Income level Availability Education Ecological Awareness

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IVsHealth motivatorReputation of store Conviction about the utilityOrg food specifc Opinion leadershipWOM for storeAective commitment to!ards the storeCertifcation processOrganic food specifc innovativeness"rotect environmentWOM of family# friends $ colleagues%utrition"erceived fnancial ris&'aste"erceived performance ris&Curiosity(oo& after un!ell peopleHigh priceIncome levelAvailability )ducation)cological A!areness


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