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Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor slowing down growth. This paper aims to focus on the factors influencing objective and subjective knowledge with regard to organic food production and the relationship between both types of knowledge and consumer attitudes and motivations towards organic food and its consumption.

A literature review is presented, relating to the impact of knowledge on behaviour in general and, more specifically, on organic food consumption. Several hypotheses are formulated concerning the relationship between objective and subjective knowledge, attitudes and organic food consumption and these are tested on organic vegetable consumption in Flanders (Belgium). Multiple regression models, a probit model and an analysis of variance are applied to a sample of 529 completed questionnaires (response rate=44 per cent). The respondents were selected in January 2007 using a convenience sampling technique. Socio‐demographic variables are used to check representativeness.

In the sample, the level of objective knowledge regarding organic vegetables is high. Attitudes towards the consumption of organic vegetables are generally positive. The strongest motivations for consuming organic vegetables are that they are produced without synthetic pesticides, are better for the environment, healthier, of higher quality and taste better. The strongest perceived barriers are overly high prices and lack of availability. Objective and subjective knowledge with regard to organic food production show a positive correlation. Higher levels of objective and subjective knowledge concerning organic food are positively related to a more positive attitude towards organic food, greater experience of it and a more frequent use of information. Membership of an “ecological organisation” (VELT) is also related to higher levels of knowledge. Some variables have a significant positive relationship with subjective knowledge, but not with objective knowledge. Attitude is significantly and positively influenced by subjective knowledge, VELT‐membership, norm, motivations and female gender. Perceived barriers have a significant negative influence on attitude. The likelihood of consuming organic vegetables is significantly and positively influenced by VELT‐membership, subjective knowledge, attitude, motivations and the presence of children in the household. Whilst objective knowledge, norm and female gender have a significantly positive influence on attitude towards organic vegetables, they have no significant influence on the likelihood of actually consuming organic vegetables.

Whilst several researchers argue that knowledge may be a very important factor in increasing organic food consumption, few have studied the mechanisms behind it. To the authors' knowledge this is the first paper describing the impact of knowledge on organic food consumption in such detail. By assessing the impact of knowledge, as well as other factors, on organic food consumption, greater insight is gained with regard to organic food consumption behaviour.

The increasing demand for organic foods is explained mainly by consumers' concerns about the quality and safety of foods and their perception that organically produced foods are healthier and safer than conventional foods. Based on internationally available concentration data of organic and conventional vegetables (carrots, tomatoes, lettuce and spinach) and potatoes, the paper aims to investigate the scientific validity of nutrition claims as “no vegetable/potato has higher amounts of nutrient X than organic vegetables/potatoes” and “no vegetable/potato has lower amounts of contaminant Y than organic vegetables/potatoes”.

Detailed nutrient and contaminant databases were developed for organic and conventional vegetables separately. Non‐parametric (Mann‐Whitney test) methods were used to detect significant differences between both types of vegetables. A chi‐square test was used to compare the incidence of pesticide residues in organic and conventional vegetables.

From a nutritional and toxicological point of view, organic vegetables and potato in general are not significantly better than conventional vegetables and potatoes. For some nutrients and contaminants organic vegetables and potatoes score significantly better but for others they score significantly worse. Therefore, it becomes difficult to justify general claims indicating a surplus value of organic over conventional vegetables and potatoes. More data from controlled paired studies are needed to reconsider the use of claims for these organic plant foods in the future.

Only a limited number of studies comparing the nutrient and/or contaminant concentration of organic and conventional vegetables are available (“paired studies”). Additionally, the majority of the studies are of moderate or poor quality. The implication is that more of those paired studies are heavily needed. Another limitation of the study is the fact that most pesticide residue data originated from the USA, the EU and Australia.

So far only few studies compared both nutrient and contaminant contents between organic and conventional plant foods. This paper covers therefore an important, not well‐explored research sub area.

The purpose of this paper is to evaluate perceived sensory differences of organic and conventional leafy green vegetables through three sensory tests – blind, informed and inverted and the willingness to buy (WTB) them, and associated factors of organic food consumption by these students.

The research had a cross-sectional design with university students. First, a questionnaire with 16 statements was presented to 233 consumers with a five-point Likert scale response. The assertions were categorized into five domains: trust in organic production; trust in conventional production; positive attitude to organic; affordable price; and perceived quality. Afterwards, a hedonic scaling was conducted with 150 consumers, 50 in each type of test with conventional and organic leafy green vegetables: lettuce (Lactuca sativa L.); kale (Brassica oleracea L.); common chicory (Cichorium intybus); and endive (Cichorium endivia). Visual aspect, taste, texture, bitterness and overall liking for all samples were evaluated on a nine-point hedonic scale.

In general, the participants did not perceive sensory differences during the blind test, but when the information about the vegetables was provided, higher scores were obtained by those products labelled as organic in the informed test and in the inverted test (conventional labelled as organic). This effect was higher for students with stronger attitudes towards organic food. These results indicated that the perceived differences between organic and conventional leafy green by university students tended to be attitudinal and, therefore, can be greatly influenced by the information provided with the product.

This research showed that university students were influenced by the organic label, revealing their sensory perception about vegetables. This study had multiple methodological approaches, including hedonic scaling and consumers’ WTB. This combination allowed identifying the students’ attitudinal tendency in relation to their sensory perceptions of organic green leafy green vegetables.

The present study aims to explore and compare consumer perception and scientific evidence related to food quality and food safety aspects of organic versus conventional vegetables.

Primary data on consumer perception were gathered in 2006‐2007 through a consumer survey with Flemish adults (n=529) and compared with scientific evidence from literature. Consumers of organic and conventional vegetables were selected by means of a convenience sampling procedure. Subjects were asked to complete a self‐administered questionnaire concerning the perception of the nutritional and toxicological value of organic relative to conventional vegetables. Data processing and analysis included descriptive analysis (frequency distributions), data reduction (Cronbach's alpha test, factor analysis), bivariate analysis (correlations, t‐test, ANOVA) and multivariate analysis (stepwise multiple regression).

It was found that organic vegetables are perceived as containing less contaminants and more nutrients, and as such, being healthier and safer compared to conventional vegetables. However, not enough evidence is currently available in the literature to support or refute such a perception, indicating a certain mismatch between consumer perception and scientific evidence. The gap between perception and evidence is larger among older consumers with children. The perception is stronger when the consumption frequency is higher, but is independent of gender, place of residence (rural or urban), education and income level. Also non‐users, on average, perceive that organic vegetables have a nutritional and toxicological advantage over conventional vegetables.

A non‐probability convenience sampling method was applied which limits generalisation of the findings beyond the sample characteristics.

This paper is original in comparing consumer perception and scientific facts related to both nutritional and safety aspects of organic versus conventional vegetables.

The purpose of this paper was to analyse the demographic, crop choice, institutional and environmental factors that will influence the vegetable growers in Bono and Ahafo regions of Ghana to produce organic vegetables. The study also assessed the knowledge level of vegetable growers on organic certification processes.

Primary data were collected with the help of a structured questionnaire from 120 vegetable growers via a multistage sampling technique. The Heckman selection model was used to analyse the factors that influence farmers' willingness to adopt organic production as well as the intensity of adoption.

In this study, pepper (Capsicum spp) production, residential status, knowledge of organic certification processes, perceived negative environmental effect of conventional farming on the soil, and climate change positively influenced willingness to produce organic vegetables. Likewise, pepper production perceived negative environmental effect of conventional farming on the soil positively influenced the intensity of adoption. Household headship status, garden egg (Solanum integrifolium) production, perceived knowledge on grading and standards of vegetables, as well as the perception that only pesticides can be used to control vegetable pests negatively influenced the willingness to produce organic vegetables however perceived expertise of the farmer on grades and standards influenced intensity of adoption negatively.

In Ghana, even though most vegetable farmers do not have the requisite knowledge in the safe handling of pesticides, usage is widespread. Subsequent to this, is a health risk to farmers, consumers and the environment. As a result, there is a growing awareness that organic agriculture has a role to play in addressing problems associated with agrochemical use and over usage. However, most studies are consumer oriented with limited empirical research on the willingness to produce organics by farmers.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-12-2019-0723

This paper investigates the marketing and pricing policies for traditional and organic fruit and vegetable products of large food retailers in four European countries by means of a survey of 47 stores, including all major food retail chains. Data have been analysed to investigate what determines the presence of organic products, the extent to which the price mark‐up between traditional and organic products depends on the inherent quality of organic products rather than on the amount of extra service and information often associated with these products, and the importance of country location within the single European market in determining the characteristics of the retail outlets. The results of the econometric analysis indicate that the size, location and overall quality of the outlet, and the degree of product information and customer service are the variables which best predict the choice to sell organic products. Also, the results indicate that almost half of the price mark‐up between traditional and organic products is explained by store characteristics and the amount of extra service and information provided with these products.

The purpose of this paper is to examine the word associations that consumers have with organic food, organic meat or organic vegetables, and how these associations differ between food type and consumer groups. Construal-level theory was used as a theoretical framework to interpret the associations. In addition, consumer groups were compared on psychological distance, values, age, and gender.

Two studies were performed. In Study 1, a sample of 154 participants filled out the words that came to their mind when thinking of organic food, organic meat or organic vegetables, and psychological distance and values were measured. In Study 2 these words were rated on centrality by an independent sample (n=52).

Consumers think of animal welfare, price, health, pesticides, and naturalness the most when thinking of organic. The environment, health, honesty, pesticides, sustainability, quality, natural, additives, origin, certification, and taste were central across organic food, organic meat, and organic vegetables. Thinking of organic meat showed consumers’ concern for animal welfare, while thinking of organic vegetables showed concern for human health. Consumer groups differed regarding psychological distance, values, gender, and age. Consumers who frequently bought organic food were more positive about organic food products compared to consumers who occasionally or hardly ever bought organic food products.

This research extends the scope of current consumer research about organic food and provides new insight in the word associations consumers have with organic food products.

The purpose of the paper is to explore the values that underlie consumers purchasing decisions of organic food.

The paper draws on data from focus groups and laddering interviews with a total of 181 regular and occasional consumers of organic food that were contrasted with survey results of other studies.

The results show that most consumers associate organic at first with vegetables and fruit and a healthy diet with organic products. Fruit and vegetables are also the first and in many cases only experience with buying organic product. The decision‐making process is complex and the importance of motives and barriers may vary between product categories.

While further research would be required to facilitate full understanding of the consumer‐decision making process with regard to organic produce, this work indicates the complexity of the process and the likelihood of variation between different product categories. Future research should consider tradeoffs that consumers make between values and product as well as consumer segmentation.

Prior research concerning the consumer decision‐making process with regard to organically produced food is limited. Theses findings have implications for future sector‐based communications to consumers and, potentially, for product development and labelling.

The organic trade literature in the USA makes strong claims about the relationship between income, ethnicity, and other factors and the likelihood of purchasing organic food products. However, previous economic research focusing on the socio‐economic characteristics of organic food consumers yields mixed findings. One explanation for the literature's inconsistent findings is that most studies rely on one specific product or one region of the country, or base their analysis on data collected from in‐store surveys. Another shortcoming in the existing literature is the failure to account for how access to organic food influences the likelihood of buying organic food. This paper's goal is to identify what is known, as well as what is not known, about consumers of organic food.

The paper extends the literature through the combination of a novel approach and unique dataset of US consumers, and addresses the relationship between demographic traits and the likelihood of buying organic food. The dataset consists of primary data recording all purchases of food as well as household demographic data, such as income, education, gender, and ethnicity, over a one‐year period for 44,000 households. The study uses different discrete choice models and multiple product categories to explore the likelihood of buying organic food from many angles, in order to assess the robustness of the statistical relationship between income, education, ethnicity, and other factors on the likelihood of buying organic food, as well as the frequency of buying organic food.

The results indicate that education has a strong effect on the likelihood of buying organic products, and that the impact of marital status, income, and access to organic are consistent across models. The findings also suggest that further research on the links between ethnicity and consumption of organic food is necessary.

One possible drawback to this dataset is that older, urban households are overrepresented, in comparison to the entire USA.

These findings will appeal to those interested in consumer behavior in addition to those interested in organic food consumption, from both the research and trade perspectives. The research indicates that access to organic food is an important determinant of the likelihood of a household buying organic food, the industry in the USA can expand sales by increasing consumer access to organic food.

This paper's unique contribution is the exploration of the robustness of the impact of different factors on the likelihood of buying organic food. The inclusion of access to organic food is also new to the literature, and as expected, households with greater access to organic food are more likely to purchase organic food.

This paper aims to explore consumer preference for fresh vegetables labelled as organic in combination with health and environment related quality traits. The study decomposes organic farming into its main quality aspects and measures consumers' preference structure for organic, in general, and for specific organic quality traits in particular.

By means of stated choice preference modelling, the following hypotheses are tested: consumers prefer health over environment related quality traits; the organic label plays a significant role in consumers' choice for organic products; organic farming is perceived as healthier and more environmentally friendly than conventional farming; purchase intention is mainly driven by health related quality traits; both health and environmental concerns influence purchase frequency, though to a different extent. The choice experiment was completed by 527 participants, with four repetitions per participant.

The health‐related traits score better than environmental traits in shaping consumer preference for organic vegetables. Consumers prefer organic products over B‐branded products, but not over A‐branded products, which suggests that consumers classify organic products among other quality niche products. However, they attribute a better score to the health and environment related quality traits of organic products, indicating a difference in quality cues between organic products and quality products in general. Price becomes less important, whereas presence of an organic label becomes more important with increasing buying intensity of organic vegetables. Undesirable traits, such as pesticide residue levels trigger a stronger response than desirable traits, such as environmental or health benefits.

The measurement of the role of health and environment quality traits in consumers' decision to buy organic or not is of relevance given the current debate on the factual differences between organic and conventional vegetables. Furthermore, the use of the stated choice preference to test the hypotheses is original and relevant.