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The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention.

A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model.

The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products.

The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.

Los consumidores demandan productos no sólo saludables, sino también limpios y respetuosos con el medio ambiente, es decir, productos de consumo sostenible. Por lo tanto, este estudio pretende identificar los principales factores que influyen en la intención de compra de alimentos ecológicos.

En este estudio se adoptó un diseño de investigación transversal que incluía la recogida de datos primarios de 234 encuestados. Las respuestas procedían de consumidores de alimentos ecológicos representativos de la población india. Se aplicó un modelo de ecuaciones estructurales para analizar los datos y validar el modelo de investigación.

Las conclusiones del estudio ayudarán a los profesionales a comprender los factores que conducen a la intención de compra de productos alimentarios ecológicos en un mercado de consumidores en crecimiento. Este conocimiento les ayudaría a diseñar estrategias de marketing y comunicación para aumentar el consumo de alimentos ecológicos.

El presente estudio avanza la literatura existente sobre el consumo de alimentos orgánicos mediante la ampliación de la TPB con factores, a saber, la preocupación por el medio ambiente, la conveniencia y la confianza, y el establecimiento de su papel en el desarrollo de la intención de compra de productos alimenticios orgánicos.

顾客要求的产品不仅是健康的, 而且是清洁和环保的, 即呼吁可持续消费产品。因此, 本研究旨在确定有机食品购买意向的重要驱动因素。

本研究采用横断面研究设计, 从234名受访者中收集原始数据。受访者的回答来自于代表印度人口的有机食品消费者。采用结构方程模型来分析数据并验证研究模型。

本研究的结果将有助于从业者了解在不断增长的消费市场中导致有机食品购买意向的因素。这些知识将帮助他们制定营销和沟通策略, 以增加有机食品的消费。

本研究通过扩展TPB的因素, 即环境关注、便利性和信任, 并确定它们在发展有机食品购买意向中的作用, 从而推进了现有的关于有机食品消费的文献。

This study aims to examine the most influential drivers, both product-specific and consumer-specific, affecting Asian consumers' willingness to pay (WTP) for organic olive oil.

To individuate the most influential drivers of WTP for organic products and to assess their effect, in terms of configurational paths and consumer profiles, this study sequentially employs explorative factor analysis approach and a fuzzy-set qualitative comparative analysis method. The survey is carried out in different areas of Asia (e.g. Pakistan, Vietnam and China).

The results suggest that Asian consumers' WTP for organic products is described by consumer-specific drivers (gender, occupation and household size) as well as product-specific drivers (product authenticity and sustainability, consumer ethnocentrism and food fraud risk perception).

The findings of the study permit the identification of different drivers that move consumers' WTP for organic olive oil. The study contributes to setting the ground for companies to propose and implement efficacious marketing strategies for organic olive oil in importing countries, such as Asia.

The aim of this paper is to assess whether the current European target to increase the areas under organic farming to 25% by 2030 is attainable and whether the simple increase in areas under organic farming may be sufficient to improve the sustainability of European agriculture.

The analysis has been carried out through a simple data processing related to areas under organic farming, for the period 2012–2020 (Eurostat database), in order to highlight the trends of areas under organic farming and to verify whether the annual average change rates may be compatible with the stated target.

The analysis showed that organic farming has a productive weight not corresponding to the amount on the total of the areas under cultivation and a small impact on the total of food consumption. It is a plausible hypothesis, the one that shows the increase in areas under organic farming will engage forms of agriculture and farms that, already, are more sustainable, so the achievement of 25% target will not particularly impact the European potential productive and the less environmental sustainable forms of agriculture.

This paper contributes to the debate, involving scientific community, policy maker and civil society, about the real contribution of organic farming to sustainability, and it will be developed in future research.

Previous research has found mixed evidence of an attitude–behavior gap in organic food consumption. However, the complex mechanisms underlying this gap warrant further investigation. The purpose of this study is to examine the role of word-of-mouth (WOM), trust, and involvement in the relationship between consumer organic food attitudes and conative loyalty. The Theory of Planned Behavior (TPB) was used as underlying framework for modeling our conceptualized arguments.

A moderation and moderated mediation analysis was performed on a cross-sectional sample of 1,011 Australian organic food consumers.

The results support the TPB-inspired moderated-mediation model. Specifically, the authors found moderated mediation effects of WOM, trust, and involvement on conative loyalty via attitudes toward organics.

The cross-sectional research design and the focus solely on Australian consumers constitute limitations of this study.

The authors' findings imply that an analysis of the attitude–behavior gap should go beyond the testing of contingent consistency hypotheses and instead combine moderation and mediation mechanisms to better model consumer decision-making leading to conative loyalty. Practitioners would face a resource challenge when targeting low-trust, low-involvement, and low-WOM consumers as developing conative loyalty of these segments would require a longer-term approach through building favorable attitudes toward organic foods.

This study is one of the first to demonstrate the potential of examining the attitude–behavior gap in the organic food context through a moderated mediation lens in explaining the dynamics of conative loyalty.

While most marketing research on organic products refers to the premium price levels of organic products, little research exists on consumers’ behavioural responses to price promotions or discounts of organic products. The present study aims to fill this research gap.

To develop alternative hypotheses about consumers’ behavioural responses to price promotions of organic fast-moving consumer good (FMCG) products, the authors used the researcher-introspection method in a pre-study. To test the hypotheses developed based on the pre-study, the authors conducted a field experiment on online advertising of an FMCG sold in drugstores. In the field experiment, the authors exposed consumers to an online ad featuring either a price promotion (−20%) or the regular price of the product. The ads also varied in terms of whether they contained explicit organic claims or not, and whether they included implicit organic cues or not.

The price promotion increased the clickthrough rate of the ad both when combined with an explicit organic claim and when combined with the implicit cue of green product pack. The results suggest that consumers do not have significant suspicions about price promotions of organic products, but rather presume that the price promotion of an organic FMCG product is a periodical promotional action, similar to the price promotions for conventional, non-organic products. Also, consumers seem to assume that the regular prices of organic FMCG products are so high that the retailer/manufacturer can well afford periodic price discounts.

The present research shifts the focus of organic marketing research from the premium price levels to the effectiveness of price promotions and discounts. Further, the present results contrast with certain earlier studies that have questioned the effectiveness of price promotions for organic products.

The results have different implications for marketing managers of brands not yet providing organic product versions in the market, of brands producing non-organic products, which cannot easily be rendered organic, and of brands offering organic products in the market.

This is, to the best of the authors’ knowledge, the first empirical study and field experiment on price promotions of organic products, including explicit organic claims.

Organic food processing must include organic principles to be authentic. This qualitative study aims to understand the processors' understanding of organic food processing quality.

This study is based on semi-structured expert interviews with eight employees of six purely or partly organic dairies from Germany and Switzerland. Interview themes are (1) quality of organic milk processing in general, (2) assessment of specific processing techniques, (3) product quality of organic milk and (4) flow of information between producer and consumer. The interviews have been audio-recorded, transcribed verbatim and thematically analysed.

(1) Experts prefer minimal processing; some prefer artisanal processing, whilst others stress the advantages of mechanisation. (2) High temperature short time (HTST) pasteurisation and mechanical processing techniques are accepted; ultra-high-temperature (UHT) milk processing is partly rejected. (3) Traditional taste and valuable ingredients should be present in the final product. Natural variances are judged positively. (4) Consumers' low level of food technology literacy is challenging for communication.

The results cannot be generalised due to the qualitative study design. Further studies, e.g. qualitative case analyses and studies with a quantitative design, are necessary to deepen the results.

The paper shows which processing technologies experts consider suitable or unsuitable for organic milk. The paper also identifies opportunities to bridge the perceived gap between processors' and consumers' demands.

The study shows the challenges of processors in expressing the processors' understanding of process quality.

It was aimed to propose and test a theoretical model to evaluate how some dimensions of environmental awareness influence the intention of consuming organic products using gender as a control variable.

The research was developed through quantitative methodology with the use of multivariate data analysis (PLS-SEM). The model uses a second-order construct. Although, it was conducted in a nonprobabilistic way using a convenience sample, with 213 university students.

It was confirmed the relation between the environmental awareness dimensions' influence and the intention to buy organic products that is also influenced according to the consumers' gender. There is a more positive effect and intensity in the organics' purchase by women.

The nonprobabilistic nature in addition to the use of the convenience sample, factors that do not allow the generalization of the results, are some limitations. Moreover, the dimensions of environmental awareness proposed do not include all of the motivators about the organic consumption.

The results identified the factors that motivate the intention to consume organic products in Brazilian context and can contribute to managerial strategies formulation in order to increase the value perceived by the customer in relation to the consumption of these products.

This paper presents a deeper understanding about the dynamics between the factors that can guide the choice for organic products, besides providing a greater theoretical and empirical support tested by the use of a second-order construct.

The consumption of organic food increases worldwide, which raises the need for studies that try to understand the variables that affect the consumption of this kind of food. The purpose of this paper is to analyze the influence of attributes, consumer trust and perceived value on purchase intention of organic food.

A descriptive quantitative research was conducted through a survey of 247 valid cases of organic food consumers. For the purposes of analysis, exploratory factorial and linear regression analyzes were chosen.

Exploratory factor analysis showed that all tested constructs were valid for the Brazilian context. Linear regression analyses showed that emotional value, consumer trust and the attribute “sensory appeal” affect the purchase intention of organic food. Emotional value had a stronger relationship and sensory appeal showed a negative relationship with purchase intention.

Research results can help managers increase the likelihood of buying organic foods through strategic marketing management focused on emotional value and sensory appeal factors.

The study offers value to the study of organic foods in view that this theme is not much explored in the Brazilian scenario even with the market in an increasing pattern, as well as the combination of perceived value, attributes, trust and purchase intention as variables in a single prediction model.

This paper examines the socio-ecological co-evolution and transformation of organic pioneers and the organic food market from a politically structuring actor perspective. It aims to identify strategies and activities used to contribute to the change of structures in the organic market and how the companies, in turn, reacted to the structural influence of the changing environment to position their company successfully in the market.

This study is based on interviews with four managing directors who were responsible over several decades for the strategic corporate management of the pioneer companies they founded as (or converted to) organic. Content analysis was used to analyse the data.

Strategic challenges regarding building up, maintaining and using resources, shaping actor constellations, and professionalising management are explained. The analysis demonstrates that also small pioneers have the possibilities and scope to influence and change markets and structures.

The results are significant for developing sustainable transformation strategies for markets, considering the interaction of the micro and meso-levels over time and the role of small businesses that might be struggling with growth and loss of values. The study answers recent calls in the literature to empirically investigate sustainability transformations from a practice perspective and gain insights into the roles of corporate actors.