...Muhammad Safuan Abdul Latip Purpose This study examines the determinants of organic food purchase intention and evaluates the moderating effect of dietary habits (vegetarian versus regular diets) on the proposed relationships. Design/methodology/approach A quantitative, correlational research...

... of organic food among young Brazilian consumers. Additionally, it assessed the downstream effects of purchase intention on consumer satisfaction, word-of-mouth behavior, and vulnerability. Design/methodology/approach Data were collected through an online survey of 295 young consumers and analyzed using...

...Julia Wojciechowska-Solis; Magdalena Śmiglak-Krajewska; Joanna Smoluk-Sikorska; Mariusz Malinowski Purpose The aim of the article is to assess the relationship between Polish consumers’ ability to identify organic food fraud and their demographic characteristics (gender, age, education...

... and attitudes of consumers towards organic food and other organic foods. Design/methodology/approach Data collection was carried out in the Czech Republic as a part of the Central European Media Observatory research in June 2024 on a sample of 4,000 respondents through the research agency MEDIAN. A total...

...Oliver Torres-Reynoso; Jesus Garcia-Madariaga; Carmen Rodríguez-Santos Purpose This study aims to demonstrate the relationship between green perceived values (GPVs) and willingness to pay (WTP) higher prices for organic food in Spain based on the theory of consumption values (TCV), focusing on why...

...Aditya Pratap Singh; Asheesh Trivedi Purpose This study aims to uncover the key research themes and outline future avenues of research in the domain of consumer behaviour towards organic food through a bibliometric analysis. Design/methodology/approach A total of 386 papers were retrieved from...

... concerns in their food choices and possessed higher levels of subjective knowledge. These findings suggest the importance of incorporating these factors into both policy design and marketing strategies to increase demand for organic food. Originality/value Previous studies have predominantly focused...

...Stevia Septiani; Ratih Dyah Kusumastuti; Gita Gayatri Purpose This study aims to identify the application of digital marketing in the organic food sector, identify the main lines of research and define a future research agenda. Design/methodology/approach A hybrid method combining bibliometric...

...Shampy Kamboj; Manita Arora; Vivek Thakur Purpose The purpose of this study is to investigate the various motivational factor behind the consumer's intention to buy organic food. It also examines how their intention affects actual buying behaviour towards organic food. The motivation, opportunity...

...Jerum William Kilumile; Li Zuo; Johakim Katekele John Purpose Food influencers are increasingly shaping sustainable consumer behaviors in the food sector. However, the impact of food influencers on the co-creation of organic food brands (BC) is underexplored. In response, this study integrates...

...Jerum William Kilumile; Li Zuo; Johakim Katekele John Purpose Food influencers play an important role in shaping consumer behavior. However, little is understood about how food influencers affect brand co-creation and its subsequent effects on consumer purchasing intentions of branded organic food...

...Muhammad Safuan Abdul Latip; Alexander Trupp Purpose The organic food market, particularly in developing countries, is in its early stages, primarily operating as a niche market. Concerns about trust and greenwashing necessitate a comprehensive study to understand the current state of the market...

...Debarati Basu; Kamalika Chakraborty Purpose Customer awareness and perception of organic food products vary across geographies. So, the signaling strategies for enhancing organic food purchase intention should also differ. This paper compares how customers perceive two different signals...

...Ping Cao; Yuanyuan Peng; Shichang Liang Purpose This study aims to investigate the effect of packaging novelty on the purchase intention of organic food, as well as the moderating role of product claims, to construct a theoretical framework and to fill in the gaps. Design/methodology/approach...

...Abdulaziz Mardenli; Katharina Friederike Sträter; Christoph Herrmann; Mohammad Alghababsheh; Alexandra Fiedler; Dirk Sackmann Purpose It is well-recognized that organic food labeling fraud erodes consumer trust in actors along the agri-food supply chain (AFSC). However, little is known about...

...Nitin Kumar; Amit Kumar Agrawal; Pavol Durana; Sheshadri Chatterjee Purpose Digital influencers (DIs) are new celebrities who influence the routine decision-making of consumers. This study examines the critical factors influencing consumer’s attitudes toward brand trust and organic food adoption...

...Zebran Khan; Ariba Khan; Mohammed Nazish Purpose This study aims to extend the UTAUT model by incorporating attitude, egoistic and altruistic values as additional constructs to predict customers’ intentions to purchase organic food products through online platforms. Further, the moderating effect...

..., which is lower than that reported in other developed organic markets. Huge differences were observed in consumers’ current purchase patterns and future preferences regarding the organic food category (up to 35%) and purchase location (up to 21.8%). Consumers showed high demand for fresh fruits...

... frequency for organic food. It also ranks the relative importance of these factors and assesses generational differences. Design/methodology/approach Using the purposive sampling to survey 435 Gen-Y and Gen-Z consumers in Mainland China. The data were analyzed using partial least squares structural...

...Sonalika Sarangi; Rajesh Moharana; J.S. Gayathri Purpose The purpose of this research is to examine the influence of various factors on consumer purchasing actions within the realm of organic food. Specifically, it aims to understand how hedonic value, trust, utilitarian value, purchasing...