["Journal of Consumer Behaviour, Volume 25, Issue 2, Page 785-799, March 2026. ", "\nABSTRACT\nThe attitude‐behaviour gap describes the mismatch between what consumers express in terms of preferences and how they actually behave when making purchase decisions. This gap is particularly relevant for organic food, where consumers often show strong positive attitudes but do not consistently buy organic products. This study examines how different factors influence consumer behaviour in the organic food market and whether these factors align with consumer attitudes. Using German household panel data from 2006 to 2022, covering around 11.1 million purchases, we analyse how price, assortment, promotions, brand preferences, and demographics affect actual organic purchasing compared to stated attitudes. A random intercept model with clustered standard errors is applied to capture household‐level differences. The results show clear behavioural patterns that differ from expressed attitudes. Price sensitivity, limited assortment, and fewer promotions significantly reduce actual organic purchases, even among consumers with positive attitudes. Additionally, older consumers are more likely to buy organic, while younger consumers, despite showing more favourable attitudes, purchase less. Brand preferences also play different roles in driving attitudes versus real buying behaviour. These findings underline that consumer behaviour is not always guided by attitudes but is strongly influenced by situational and market‐related factors. Understanding this gap is crucial for predicting purchasing decisions more accurately. The study provides detailed insights into when consumers follow their pro‐organic attitudes and when external factors, such as price or availability, prevent them from doing so. This knowledge helps companies and policymakers design strategies that better align consumer behaviour with sustainability goals.\n"]