The UGent Institutional Repository is the electronic archiving and dissemination platform for all UGent research publications. Ghent University requires all academic publications to be deposited in this repository, except where current copyright restrictions apply. This item is the peer-reviewed author version of the paper "Personal determinants of organic food consumption: a review" published in the British Food Journal, 2009. The paper reviews the personal determinants of organic food consumption, linking Schwartz's Values Theory and the Theory of Planned Behaviour (TPB). It highlights the importance of affective attitude, emotions, personal norm, involvement, and uncertainty in organic food consumption decisions. The paper also discusses the role of values such as security, hedonism, universalism, benevolence, stimulation, self-direction, and conformity in influencing attitudes towards organic food. It emphasizes the need for further research on the role of uncertainty in organic food purchasing and the influence of emotions on consumer behavior. The paper proposes an integrated framework that combines TPB and Values Theory, including the role of personal norm and emotions, to better understand organic food consumption. The framework is used to structure the literature on personal determinants of organic food consumption and to discuss the role of involvement and uncertainty in the mental processes related to organic food purchases. The paper concludes that the integration of mental processing in an organic food consumption model leads to interesting hypotheses and recommendations for policy makers, researchers, and stakeholders in the organic food market. The paper also discusses the influence of personal norm, moral norm, and emotions on organic food consumption, as well as the role of socio-demographic factors and macro-level factors such as region, rural versus urban living areas, and the functioning of institutions in shaping organic food consumption. The paper highlights the importance of values, attitudes, and norms in influencing consumer behavior and the need for further research to better understand the complex factors that drive organic food consumption.The UGent Institutional Repository is the electronic archiving and dissemination platform for all UGent research publications. Ghent University requires all academic publications to be deposited in this repository, except where current copyright restrictions apply. This item is the peer-reviewed author version of the paper "Personal determinants of organic food consumption: a review" published in the British Food Journal, 2009. The paper reviews the personal determinants of organic food consumption, linking Schwartz's Values Theory and the Theory of Planned Behaviour (TPB). It highlights the importance of affective attitude, emotions, personal norm, involvement, and uncertainty in organic food consumption decisions. The paper also discusses the role of values such as security, hedonism, universalism, benevolence, stimulation, self-direction, and conformity in influencing attitudes towards organic food. It emphasizes the need for further research on the role of uncertainty in organic food purchasing and the influence of emotions on consumer behavior. The paper proposes an integrated framework that combines TPB and Values Theory, including the role of personal norm and emotions, to better understand organic food consumption. The framework is used to structure the literature on personal determinants of organic food consumption and to discuss the role of involvement and uncertainty in the mental processes related to organic food purchases. The paper concludes that the integration of mental processing in an organic food consumption model leads to interesting hypotheses and recommendations for policy makers, researchers, and stakeholders in the organic food market. The paper also discusses the influence of personal norm, moral norm, and emotions on organic food consumption, as well as the role of socio-demographic factors and macro-level factors such as region, rural versus urban living areas, and the functioning of institutions in shaping organic food consumption. The paper highlights the importance of values, attitudes, and norms in influencing consumer behavior and the need for further research to better understand the complex factors that drive organic food consumption.