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Certification label and fresh organic produce category in an emerging country: an experimental study on consumer trust and purchase intention

Eluiza Alberto de Morais Watanabe (University of Brasília, Brasília, Brazil)
Solange Alfinito (University of Brasília, Brasília, Brazil)
Luisa Lourenço Barbirato (University of Brasília, Brasília, Brazil)

British Food Journal

ISSN: 0007-070X

Article publication date: 19 February 2021

Issue publication date: 28 June 2021

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Abstract

Purpose

Organic food consumption is growing, increasing the need for studies investigating the importance of organic certification labels in emerging countries. The research aims to identify the influence of certification labels and fresh organic produce categories (greenery, vegetable or fruit) on consumer trust and purchase intention.

Design/methodology/approach

An online experimental survey 3 × 3 was administered among 349 Brazilian consumers. Certification label and fresh organic produce category were designated as independent variables and manipulated to explore consumer trust and purchase intention. The authors performed a multivariate covariance analysis (MANCOVA) to analyze the data.

Findings

Results show that the certification label does not directly affect the dependent variables. It acts as a moderator and indirectly affects both consumer trust and purchase intention. Moreover, depending on the fresh organic produce category considered (greenery, vegetable or fruit), consumer trust changes. Sociodemographic characteristics, age and household income are also important. Finally, the greater the purchase frequency (the main predictor of the model), the greater the purchase intention and consumer trust.

Originality/value

The study contributes to deepen and expand studies involving organic food and to pave the way for future studies that aim to investigate the importance of certification labels of organic foods for consumers.

Keywords

Acknowledgements

This work was supported by the Conselho Nacional de Desenvolvimento Científico e Tecnológico – CNPq (Brazilian National Council for Scientific and Technological Development) [grant number 422944/2016-5]. The authors would like to thank the Conselho Nacional de Desenvolvimento Científico e Tecnológico – CNPq (Brazilian National Council for Scientific and Technological Development) for providing the research funds for this project.

Citation

Watanabe, E.A.d.M., Alfinito, S. and Barbirato, L.L. (2021), "Certification label and fresh organic produce category in an emerging country: an experimental study on consumer trust and purchase intention", British Food Journal, Vol. 123 No. 6, pp. 2258-2271. https://doi.org/10.1108/BFJ-09-2020-0808

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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