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The market for organic products in Croatia is at the beginning of its development. There is no sufficient knowledge about organic consumers in Croatia. The objective of this paper is to gain knowledge about consumer attitudes toward organic products in the capital of Croatia.

The consumers’ attitudes were collected by means of a face‐to‐face survey. Attitudes, purchase frequency, supply satisfaction and beliefs about organic foods were studied with a sample of 179 consumers. The data obtained from the survey were analysed with univariate analysis, chi‐square test, ANOVA and correlation analysis.

Croatian consumers consider organically‐grown products as very healthy, of good quality and tasty. However, these products are perceived as rather expensive and of questionable appearance. Consumers are not very familiar with the supply of ecologically‐grown products in the market. Some groups of consumers have more positive attitudes toward organic products, and they exhibit an increased willingness to pay higher prices for these products. Therefore, marketing strategies for organic products should be targeted towards such groups.

One limitation of this study is the choice of the sample. Further research is needed to discriminate between consumer groups, and to determine which segments are most appropriate for organic product marketing.

According to the research results an important task for the producers will be to increase consumers’ knowledge of what an organic product is and how to differentiate it in the marketplace.

This paper gives the first insight into buying behavior and attitudes of organic consumers in Zagreb. The results of the research could be used for planning further marketing activities.

The paper aims at investigating whether or not organic food consumers are automatically opposed to genetically modified (GM) food. Results from quantitative market research indicate that this is not the case. Based on attitude towards GM food, three consumer segments are identified: the opponents; the proponents; and the neutrals. Only about 40 per cent of the organic consumers, namely the opponents, reject the use of genetic modification in organic food production. The neutrals are neither against nor in favour of GM food, while the proponents support GM in food production. Besides attitude towards GM food, the proponents differ from the other two segments in terms of beliefs, general attitudes and purchase intentions.

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.

This research examines consumer reluctance to purchase organic food using the theory of innovation resistance and also extends the theory by investigating the moderating influence of eco-literacy. In addition, the authors used a multigroup analysis to identify differences between consumer segments.

Data collection used computer-assisted web interviewing and a prior screening process to confirm engagement. Through stratified quota sampling, 1,000 useable responses were obtained from 2,887 recipients.

The findings reveal barriers are significant inhibitors to adopting organic food. Among these barriers, usage, risk tradition and image barriers have a significant adverse influence on purchase intention. In contrast, the value barrier has a nonsignificant influence on the purchase intention of organic food. However, the study found that eco-literacy significantly reduces the negative influence of risk and tradition barriers on consumers' intentions. In addition, a multigroup analysis examines notable differences between consumer groups based on education, age and income.

This research has significant social implications for boosting sustainable consumption in Lithuania. It identifies key barriers to organic food adoption, emphasizing the need for strategic interventions. The study highlights eco-literacy as an essential tool in diminishing resistance to organic food, advocating for targeted educational initiatives. Additionally, it reveals the importance of tailored marketing strategies based on different consumer demographics. Overall, this study provides important insights to promote environmentally conscious consumer behavior and overcome resistance to innovation in the organic food sector.

This study expressively advances the understanding of intentional behavior by exploring organic food within Lithuania's Baltic economy. It authenticates the innovation resistance theory's applicability to organic food behavior in the region while emphasizing the moderating impact of eco-literacy in the link between barriers and purchase intention concerning organic food. Furthermore, using advanced methods such as partial least squares statistical modeling and multi-group analysis, the research reveals how barriers affect the purchase intention of organic food among different groups of consumers.

The purpose of this chapter is to explore the mediating effect of consumer attitude towards purchasing organic food and moderating effect of consumer innovativeness on the intention to purchase organic food. A consumer survey was conducted with a specific focus on buyers of organic food products in Bosnia and Herzegovina. Data were collected during December 2016 via an online survey, eventually obtaining 173 valid questionnaires for analysis. The indirect effect of organic food knowledge, subjective norm, personal norm, organic food availability, attitude towards organic food and organic food scepticism on intention to purchase organic food was tested using the PROCESS Macro in SPSS. The results revealed that organic food knowledge, subjective norm, personal norm, attitude towards organic food have indirect effects on consumer intention to purchase organic food. Moreover, findings suggest that attitude towards organic food purchase mediates the link between these four factors and consumer’s intention to purchase organic food. In addition, it was proven that consumer innovativeness positively moderates the attitude-purchase intention link in the context of organic food consumption. This chapter enhances the external validity of previous empirical findings beyond the Western European context. Further, it provides some important guidelines to the retailers to develop and implement marketing strategies for organic food products.

The purpose of this study is to understand the effects of self-risk perception and health consciousness on the intention to purchase organic food. The study also explored external factors, such as social networking, culture and their impact on attitude, self-risk perception and purchasing organic food.

This study uses a quantitative research method to collect data from New Zealand and Fiji (N = 701). The data analysis used the partial least squares path modeling technique (PLS-PM) to test the proposed model.

The empirical results revealed that self-risk perception positively influenced organic food intention. The results show that the health consciousness level strengthens the relationship between self-risk perception, beliefs, values and purchase intention. The health consciousness level dampens the relationship between social networking and purchase intention.

The findings of this study provide valuable insights into the guidance and promotion of Fijian and New Zealand's organic food industry. This study enables marketers to develop health-related promotional tactics to stimulate organic food sales. It gauges organic food promoters to use social media-oriented consumer networking to spread health awareness swiftly.

This comprehensive study extends the literature by scrutinizing the profundity of self-risk perception and health consciousness in influencing and explaining consumers' purchase intentions. Aside from ample growth in the study of organic food purchase intention, which commonly replicates simple relationships, this study ascertains deeper meaning and new relationships to understand the moderating role of health consciousness levels in organic food studies, expanding the theory of planned behavior.

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 determine the factors influencing consumers’ organic food purchase intention during Covid-19 and how Covid-19 impacted these factors. Understanding these factors will assist marketers in making strategic decisions on how to market their products during a crisis.

This study used a quantitative approach. Data were collected online from 278 organic food consumers based in India. The partial least squares-path modelling method was used for data analysis.

The results revealed that Covid-19 has substantially impacted consumers' health consciousness, environmental concern, availability, price and intention to buy organic food. This study also revealed that health consciousness, environmental concerns and availability of organic food affect consumers’ purchase intention even during the Covid-19. However, it has been found that price consciousness does not influence consumers’ purchase intention during Covid-19.

Marketers should come up with innovative promotional strategies. Providing information related to quality checks on packages, expanding online sales channels, boosting promotional activities and emphasising the long-term benefits of organic food items should be the go-to marketing strategy of organic food.

The study adds value to the extant literature by examining consumers' purchase intention towards organic food using more customised and thorough constructs that appear to be more practical during the challenging times of Covid-19 and whose findings are not restricted by some pre-established theoretical assumptions.

The present research had the objectives of proposing, testing and validating a theoretical model that includes ecological awareness, healthy consumption, consumer attitude and price awareness as determinants of the purchase intention of organic foods and analyzing the moderating effect of gender, educational level and income of families in the relationship between price awareness and purchase intention.

A survey research was implemented with 382 Brazilians who consume organic foods from a non-probabilistic sample for convenience. For data analysis, structural equation modeling was used to test the proposed theoretical model and its respective relationships.

The results showed that ecological awareness, healthy consumption, consumer attitude and price awareness are determinants of the purchase intention of organic foods 79.1% of the variance of purchase intention of organic foods could be explained by such determinants. Another relevant result is that gender and family income has a positive moderating effect on the relationship between price awareness and the intention to purchase organic food.

Environmental problems and their adverse impacts on humans have become an important issue to be analyzed by academics (researchers), governments and organizations, and their managers, especially when organic foods are considered.

The purpose of this paper is to better understand consumer's familiarity with fruit processing as well as how fruit production conditions (organic and conventional farming), processing conditions (homemade, artisanal and industrial) and the type of processing (e.g. applesauce, apple cider and apple sorbet) influence consumer perceptions of processed fruits.

An online survey questionnaire was applied to 1,000 people living in France. The people represented different genders, ages (18–60+) and sociodemographic categories. Participants were categorized based on their produce purchasing habits (conventional, local, organic, local-organic). The questionnaire contained multiple choice and five point Likert scale questions. Data were analyzed using non-parametric tests.

The authors found that participants saw year-round availability, fruit preservation and food waste reduction as processing advantages. Locally sourced products were preferred to organic products. The perceived disadvantages to processing were additive usage, nutrient loss and packaging. For consumers, these disadvantages drove highly differentiated perceptions of industrial versus artisanal/homemade apple products. Processing conditions appeared to matter far more than production conditions (organic vs. conventional). In general, consumers weren't familiar with processing operations, awareness was greater for consumers of local and/or organic produce than conventional consumers.

There must be a societal transition toward healthier diets, and food technologies. Informed consumers, might be better equipped to make healthy, informed choices if the consumers are given quality information about food production and processing at different levels.

Research has shown that consumers view fresh organic fruit positively, but only few studies have looked at perceptions of processed fruit products and their familiarity with processing operations. Results of this study demonstrate that consumers could make better choices if the consumers are given quality information about fruit production and processing.