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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.

The study aimed to investigate consumers’ views on criteria to be claimed for organic processed foods and information to be communicated.

An online survey was carried out among 439 adults living in Italy, users of processed organic food, to gather opinions on criteria that processing of organic food should meet and on the terms that best define “careful” processing. Next, a conjoint design was applied to examine the effects of five independent factors on consumers' ideal concept of “organic”; these were potential information on packaging, processing, additives and product quality, and the type of food product. Three products with different processing level were selected: an ultra-processed and multi-ingredient product (vegetable burger), a processed product preserved by canning (peas in glass jar) and a minimally processed product (bagged salad).

The findings highlight that consumers attach more importance to the organic food carrier than the informational messages. Information on the processing and packaging follows, with messages on quality and on additives seemingly of minor importance. Three clusters of respondents were identified: those driven primarily by the type of organic food (24.6%), those placing more emphasis on product processing (21.3%), and a third larger cluster (54.1%) who expressed almost equal importance to all the factors considered. As for the processing of organic products, “eco-friendly” was the best message.

This paper offers insights into what best outlines the ideal concept of “processed organic food” as seen by organic food consumers, to be communicated to better guide their purchasing decisions.

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 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.

This study aims to reveal consumer perceptions towards organic food, particularly emphasizing the confusion and vagueness in the public eye.

In total, 21 well-educated and relatively high-income consumers were selected as cases of the study. The knowledge about the organic food concept and organic food preferences were analyzed through the grounded theory analysis. In this analysis, ten categories which are shopping from the close circle, the product information attitude, do it yourself (DIY), true and false facts and dilemmas, information sources, the most preferred organic products, perception of organic food indicator, market place trends, organic food orientation reasons, and attitude toward the organic products/producers were detected as the main issues.

The authors chose the cases from well-educated people who have a relatively high income, and it is seen that the knowledge levels of consumers are low regarding organic foods. This low-level knowledge becomes apparent in confused and erroneous answers and actions. The confusion over the organic food concept and the institutional image appear as two main findings of the study. The authors named this false fact as organic confusion and dilemmas in this analysis. According to the study’s results, there is a considerable amount of confusion over healthy and natural food contexts.

This study aims to bring a comprehensive delineation to the general perception of the organic food concept in society. And it reveals a detailed feedback for the institutions and companies on how to solve organic food problems such as confusion, institutional image problem, and false facts. Although organic product knowledge is shown as a critical factor in many studies in the literature, the number of studies that examine this situation in depth is insufficient.

The paper aims to critically review the literature based on the factors identified by the authors to discuss and provide direction for future research. The purpose of this study is to identify and analyze the factors responsible for affecting consumers’ perceptions and purchasing attitudes toward organic food products.

The literature review follows the review methodology elaborating on key factors identified which affect the consumer’s perception and attitude toward organic farming and products. A total of 50 articles are downloaded from different sources such as Google Scholar and Scopus and later the articles were finalized based on core areas and specializations.

The findings reveal that the behavioral aspect plays a crucial role in the adoption of organic products by consumers; also various factors such as customer perspective, demand and supply, health aspect, cost-effectiveness, standard and reliability are responsible in endorsing organic products. The authors also reveal that among the factors mentioned, the lack of a supply chain market for organic products is the prime concern for the non-availability of products.

The lack of effective distribution and promotion system affects the availability of organic food products.

The paper provides a comprehensive review of organic food in terms of highlighting the factors affecting the perception and purchasing attitude of consumers toward organic food products consumption. Also, the present review study gives an idea of organizing the literature on the organic food based on factors influencing the customer responses.