Organic food consumption is an important topic within consumer purchase behavior research. The purpose of the study was to investigate older generational cohorts, more specifically baby boomers' green purchase behavior in terms of organic food products. The research investigated the intentions and the actual behavior of baby boomers to answer the research question. This was conducted by using the Theory of Planned Behavior and Intention-Behavior gap model to guide the research and interview questions. The research used a qualitative approach in order to gain a deeper understanding of the phenomena. Data was collected through the means of archival data (receipts) and two in-depth interviews. Data was analyzed through the Gioia methodology. The findings reported that Swedish baby boomers' purchasing intentions are motivated by health consciousness, purchasing ability, perceived attributes and environmental awareness.

The barriers that contribute to the intention behavior gap are the lack of green product, Surrounding Influence, Limitation to green knowledge, Product price-value ratio, and Occasional Purchases. The findings in this study provide several marketing insights for marketers that would contribute to the knowledge on how to strategically target organic food consumers, specifically Swedish baby boomers.