This study aimed to identify key motives behind organic food purchase intention of older consumers. We incorporated an under researched motive, self-presentation, a psychological motivation, with food safety concerns, environmental concerns, and ethical consumer-identity, in order to investigate its relative importance in older consumers' behavioral intentions. The results showed that self-presentation and food safety concerns are meaningful motives for older consumers' purchase intentions, while environmental concerns and ethical self-identity do not improve their buying intention. In addition, a comparison with younger consumers revealed additional insights into the role of ethical consumer-identity.