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With the introduction of the mandatory European Union (EU) organic logo for all organic food products in 2010, the European Commission aimed at fostering the internal organic food market. This needs consumers’ knowledge of the logo. According to earlier research consumers’ knowledge of the EU organic logo is low. Thus, the purpose of this paper is to elicit consumers’ attitudes towards organic certification and labelling and to develop recommendations on how to improve consumers’ knowledge of the EU organic logo.

By means of an online survey with 3,000 participants in six European countries, knowledge of the logo and attitudes towards organic farming and European labelling, as well as organic food purchase behaviour and socio-demographic indicators were elicited. Factor and cluster analysis based on several statements on the test persons’ attitudes towards organic farming and corresponding EU legislation were conducted in order to segment consumers.

The results indicate that knowledge of the logo is low. Only about 15 per cent of all respondents knew its meaning. Four clusters of consumers could be identified: “Committed organics”, “Pragmatic organics”, “Organic sceptics” and Organic disinterested’. With reference to the EU organic legislation’s aim of promoting the organic market, particularly “Organic sceptics” should be addressed by emphasising the trustworthiness of the organic certification and labelling system.

Segmenting consumers according to their attitude towards organic farming, its labelling and certification allows for targeted and efficient communication and organic market development.

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.

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.

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.

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.

The purpose of the present study is to examine the effect of organic food certification labels of different third-party verification institutions on consumers' choice of organic food in terms of willingness-to-pay (WTP) using cue utilization theory.

The study conducted an experiment in which organic rice and organic certification labels were presented to 360 valid participants.

With different organic rice labels issued by various third-party verification institutions, including (1) foundations, (2) associations, (3) university certification centers and (4) private businesses, results indicate that consumers had different preferences and WTP for certain labels. The institutions preferred organic food labels issued by non-profit organizations. In addition, consumers showed different WTP as a result of different purchase motivations (e.g. health vs environmental protection).

These results imply that consumers might not have confidence in the organic labels issued by associations and private institutions. Therefore, different types of certification institutions can have significantly different impacts on consumers' WTP. The study further proposes that the extrinsic attributes of food products (i.e. the cues used in making a purchase decision) must be incongruent with the image of third-party certification institutions in order to develop more efficient communication of product information and to encourage consumers to give positive comments regarding organic food.

This paper aims to investigate inferences consumers make about organic and all-natural labeled products in both food and non-food contexts using the health halo effect as a theoretical foundation.

This paper uses three experiments to test the effects of organic and all-natural labeling across three product types, food, personal hygiene and household cleaning, while controlling for environmental attitudes.

The results of the experiments in the context of food, personal hygiene and household cleaning products suggest that both organic and all-natural labeling produce halo effects. Distinct findings are presented across the three product types.

Findings indicate that consumers may make unwarranted inferences about both organic and all-natural labeled products and demonstrates that the health halo effect is a potentially robust phenomenon, pervasive across a diverse array of products. This research used a crowdsourcing platform for sample recruitment. Future research should validate the results of these experiments with other sample types.

This research suggests that consumers may make similar unwarranted inferences for diverse products bearing organic and all-natural labels. These inferences are particularly intriguing given the differing regulatory requirements for the labels

Organic and all-natural labels are ubiquitous in both food and non-food products. However, research on either label primarily exists in a food context and has not directly compared the labels. Understanding the inferences consumers make based on the labels across product types is imperative for both marketing and public policy.

Organic food consumption is a complex process that makes it difficult for organic food businesses to develop appropriate marketing strategies. This study thus adopted the stimuli–organism–response (S–O–R) model to create a comprehensive framework to understand consumers' organic food purchase decisions.

This study collected 592 valid samples in organic food chain stores and markets by random sampling method. Meanwhile, structural equation modelling was adopted to test hypotheses.

The research findings indicate that consumer preference for natural food was the most important factor for enhancing purchase intention, followed by health consciousness, health risk, attitude towards organic food and trust in labelling. Perceptions of nutritional value positively influenced attitudes towards organic food and trust in labelling, followed by perceptions of environmental effects; conversely, attitudes towards organic food labelling had the least effect on increasing trust in labelling. Attitudes towards organic food labelling was the most important factor influencing positive attitudes towards organic food, followed by consumer perception of environmental protection effects.

This study demonstrates the relative influence of different variables on organic food purchase intention. Compared with consumer attitude towards organic food and trust in labelling, consumers' individual health was the most important factor influencing their purchase intention. As health and naturalness are attractive factors for consumers, the organic food industry can emphasize health protection in their marketing strategies.

The organic food sold in China can bear organic labels from different countries/regions. The purpose of this paper is to assess the trust and preferences of consumers for tomatoes carrying these different labels.

The data came from real choice experiments conducted in Shandong Province, China. A mixed logit model was used to analyze consumer willingness to pay (WTP).

Results indicated that, among the four organic labels considered in this study, the highest WTP was expressed for organic label from the European Union, followed by Hong Kong’s organic label, Japanese organic label and, lastly, by the Chinese mainland organic label. Consumer trust has a positive effect on their WTPs for the four organic labels. Providing consumers with information on organic can significantly lift their WTPs, and reduce the gaps between WTPs for different organic labels.

This research is of academic value and of value to food suppliers. International food marketers are recommended to equip their products with proper organic labels and initiate additional consumer education.

The purpose of this paper is to critically reflect on the effects that carbon labelling of food products will have on consumer purchasing behaviour and on reducing emissions of greenhouse gases.

The paper summarises the findings from research on organic food‐purchasing behaviour and discusses how this can be applied to the new field of carbon labelling of food. Two consumer behaviour studies specifically examining carbon labelling are also reviewed.

Although consumers have positive attitudes to preserving the environment, sales of organic products are low for several reasons: perceived high price, strong habits governing food purchases, perceived low availability, lack of marketing and information, lack of trust in the labelling system, and low perceived customer effectiveness. All these obstacles apply to the purchase of carbon labelled products and several are even greater for carbon‐labelled products, since these do not bring any personal benefits to the consumer, unlike the perceived case for organic products.

A carbon labelling scheme must be introduced carefully to avoid confusing the consumer. The goal of the carbon labelling system must be defined, and the label and labelling system designed and managed to meet that goal.

Lessons learned from the abundant research on purchasing behaviour regarding organic food are applied to the new field of carbon labelling for the first time. Fields in need of further research for the successful introduction of carbon labelling schemes are identified.

The purpose of this paper is to determine consumers’ willingness to pay (WTP) for tomatoes carrying different organic labels.

The data were collected from 878 randomly selected consumers in Shandong Province, China, using the Becker-DeGroot-Marschak auction experiment. The authors used the multivariate probit (MVP) model to analyze the factors influencing consumer preferences.

Results indicated that consumers’ WTP for tomatoes carrying the European Union (EU) organic label was significantly higher than those carrying the Chinese organic label. However, no significant difference was found between consumers’ WTP for tomatoes carrying the EU organic label and that for tomatoes carrying both Chinese and EU labels. The results of the MVP model analysis demonstrated that the consumers with different individual characteristics had heterogeneous preferences for organic labels. Food safety consciousness and organic knowledge both had positive effects on consumers’ WTP, meanwhile, environmental awareness had no prominent effect on consumer preferences.

This research is of academic value and of value to policy makers and suppliers. To satisfy diverse market requirements, governments, and manufacturers should consider consumer preferences for different certification labels in strategy development.

Organic food represents the fastest growing sector in the food market, with outstanding performance in both production and sales. However, existing studies on organic food have lacked a strong theoretical foundation. The purpose of this paper is to investigate the relationships among purchase intention and the properties, certification mechanisms, retail channels, and prices of organic food from multiple theoretical perspectives.

Using a rigorous sampling design, 507 valid questionnaires collected from consumers at four well-known organic food markets, and the hypotheses were tested based on a linear structural equation model.

The results of the structural equation model analysis showed the following: consumer attitudes toward organic food labeling/certification institutions had a positive impact on the trust in food labeling; channel dependence positively influenced the relational embeddedness in a channel; the effect of the nutritional value of organic food on environmental protection also had a positive impact on attitudes toward organic foods; attitudes toward trust in the organic label, relational embeddedness in a channel, and attitudes toward organic foods had a positive impact on consumer purchase intentions; and in relation to low-price scenarios, consumers required more confidence to purchase higher-priced goods, meaning that the relational embeddedness in a channel exerted more influence on purchase intentions. By contrast, compared to the high-price scenarios, consumers tended to choose lower priced goods based on personal preferences, e.g., making the purchase decision based on trust in the organic label and attitudes toward organic food.

The contributions of this study include the following: the relationships among the variables were investigated comprehensively from multiple theoretical perspectives; and the results can help the government and the organic food industry to understand their respective responsibilities in promoting organic food to reduce the waste of resources, in which the government can provide basic information on organic food, e.g., a certification mechanism and related definitions, while the organic food industry provides specific knowledge about organic foods, e.g., product features.

The purpose of this paper is to understand how information revealed on organic food labels and perceived organic knowledge drive consumer trust and attitudes towards organic foods, which in turn together with subjective norm eventually influence subsequent purchase intentions.

The questionnaire surveys were administered to customers at four urban large-scale supermarkets and three health food stores at three major cities in Taiwan. In total, 693 valid questionnaires were obtained, yielding a response rate of 81.5 per cent.

Trust, serving as the antecedent of attitudes, significantly mediates the relationships between revealing information, perceived knowledge, and organic purchase intentions. Additionally, both attitudes towards organic foods and subjective norm significantly influence consumer organic food choices. However, the impact of perceived organic knowledge on consumer attitudes has been found to be insignificant, indicating that the increase in perceived knowledge cannot create positive attitudes towards organic foods. Thus, a focus on how to use knowledge to enhance consumer trust in organic foods is suggested as an effective marketing strategy for the organic food industry.

The research findings support that trust and attitudes play the mediating roles linking revealed information and perceived knowledge with organic food purchase intentions. This result is consistent with previous studies, indicating that better organic labeling information and related knowledge perceived by consumers have critical effects on consumer trust in organic foods, which in turn will influence their attitudes and intentions to purchase organic foods. However, this study also found that perceived knowledge can generate positive attitudes only when trust can be firmly built. This confirms the essential role of trust in the process of consumer organic buying intentions.

First, providing credible labeling information by displaying how organic agricultural products are grown, processed, and handled, and the percentage of organic ingredients in a product is crucial to stimulate consumer trust and positive attitudes. Second, enhancing consumer trust by providing correct knowledge and credible information through diversified channels (e.g. TV, newspapers, magazines, web sites) to improve consumer organic knowledge has become the most important task for the government, organic food sectors, certifiers, and research institutions to develop positive attitudes towards organic foods. Finally, organic food sectors and marketers could use a word-of-mouth strategy and focus on promoting the benefits and accessibility of organic foods to the general public to raise the common acceptance of organic foods.

Organic labeling has been considered an effective measure to help consumers obtain valid and trustworthy information in the organic food market, particularly for those with limited knowledge. Therefore, the government agencies not only need to take the responsibility to set regulations for organic food/agricultural products, but also need to set labeling requirements for these products. Based on these labeling requirements, the organic certifying agents can certify organic food/agricultural products by offering organic labels that contain clear information and represent quality to consumers.

This study incorporates critical factors based on related theories, including the antecedents and the outcome variables of consumer trust, to develop a more comprehensive model for better understanding of consumer organic choice behaviour. The research findings have provided implications and additional contributions to the existing theories as well as developed effective strategies for the development of the organic food market.