Factors affecting public perception of scientific information about organic foods
ISSN: 0007-070X
Article publication date: 26 April 2022
Issue publication date: 16 January 2023
Abstract
Purpose
Public perception of health benefits derived from organic foods is often misaligned with scientific evidence. This study aims to examine the factors affecting public perception of scientific information about organic foods.
Design/methodology/approach
The authors conducted multinominal and multiple linear regression analyses to examine associations between public perception of scientific information about organic foods and 19 factors using data from a descriptive survey (N = 763).
Findings
Perceived benefits of organic foods, trust in scientists, communicator credibility, preexisting beliefs and events related to science (e.g. COVID-19) were significant predictors of public perception of scientific information about organic foods.
Theoretical implications
Cognitive dissonance and recreancy theoretical frameworks help describe relationships between beliefs, science, trust and risk. These theories intersect when purchasing credence goods (i.e. organic foods) whose qualities cannot be observed during or after purchase. Hence, public trust of scientific information about perceived health benefits of organic foods may conflict with strongly held beliefs that contradict scientific findings.
Practical implications
Scientists can more effectively share research findings after trust is established through the listening, asking and sharing values process. Therefore, by following the path of listening, asking and sharing the endogenous/exogenous factors in this study, scientists and the public can have meaningful conversations about perceived health benefits and nutritional values of organically and conventionally grown foods.
Originality/value
Current research on perception factors about organic foods often examined consumers' perceptions and purchase intentions but rarely considered perceptions of scientific information about organic foods. This study examined relationships between public perception of scientific information about organic foods and endogenous/exogenous factors.
Keywords
Acknowledgements
The authors are grateful to Prof. Barbara Gastel for the helpful comments on this manuscript. This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.
Citation
Koswatta, T.J., Wingenbach, G., Leggette, H.R. and Murphrey, T.P. (2023), "Factors affecting public perception of scientific information about organic foods", British Food Journal, Vol. 125 No. 2, pp. 587-607. https://doi.org/10.1108/BFJ-08-2021-0874
Publisher
:Emerald Publishing Limited
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