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In the past, consumers were mainly informed about organic food by newspapers, magazines, and television advertisements. However, when consumers buy organic products in the market, they cannot get a complete information about the products from the appearance of the various products. In order to overcome this information asymmetry, social media has become an indispensable part of the promotion of organic food by providing a clear distinction between certified organic products and other types of products in the market. The purpose of this study is to demonstrate the antecedents and consequences of the influence of social media on the consumers' selection of organic food, based on the post-acceptance model (PAM) and task-technology fit model. The empirical results indicated task characteristics and technology characteristics had the significant effects on confirmation of the expectations and perceived usefulness through the task-technology fit. Besides, the confirmation of expectations and perceived usefulness also influenced significantly the satisfaction and continuance intention, respectively. Finally, the results presented in this article would contribute to the practical and academic implications and recommendations on the promotion of organic food in the social media platform.

We draw on outstanding recent research to substantiate factors driving pro-environmental food purchasing behavior. Throwing light on purchasing behavior for environmentally sustainable foods, our study highlights the relevance of consumer trust and motivations in organic product markets together with individuals' perceived value and willingness to buy such items throughout the choice behavior and decision-making process. Our findings prove that most aspects influencing consumers' attitudes for and choices of organic foods are related to their trust and perceptions of the nutritional benefits such products provide. The insights gained from our research extend present knowledge concerning consumer behavior and purchase intention for environmentally sustainable products. The chief gaps and issues identified by the review cover the variety of organic food consumer purchase intentions and behaviors, including the relative environmental performance of organic food production and the link between the motivational values and attitudes concerning the consumption of non-chemical products. Apart from sustainable agriculture and upsides of organic farming, the main disadvantages are as follows: recycling and aligning with natural operations does not necessitate chemical inputs, but organic food is more prohibitive as farmers do not obtain significant crop productivity out of their land, while organic goods may have a price of up to 40% more (production expenses are steeper because farmers demand more labor force), marketing and distribution are not streamlined as organic products are delivered in diminished volumes, food disorders may occur more frequent, and chemical-free agriculture cannot produce sufficient nutrients that the world's population requires to live on.

Despite the rapid development of China's organic food industry in recent years, the market size of this industry remains relatively small. Since the organic food market started late in China, consumer groups are mainly concentrated in large cities at present. It is, therefore, urgent to take effective measures to promote the development of China's organic food market. The current study focuses on the direct and indirect relationships between food safety incidents and organic food purchases by considering the Chinese context, using stimulus-organism-response model and information use environment theory, and introducing a hyper attention cognitive model. The results show that external stimulus (food safety incidents) and internal stimulus (consumer environment orientation) can significantly affect consumers' response (namely, consumer organic cognition), and the enhancement of consumer organic cognition can promote consumer organic purchase. In addition, consumers' information environment (the information relating to food safety incidents and environment) can significantly affect their organic food purchase. Moreover, food safety incidents can attract consumers' hyper attention and thus has a positive impact on consumers' cognition of organic food. These findings have important implications for research and practice.

This research focuses on the incongruity between positive attitudinal responses but a lack of purchase behavior in organic markets. According to cognitive dissonance theory, consumer orientations toward the benefits attributed to organic products (environmental protection, health, hedonic) relieve the dissonance that results from this attitude–behavior incongruity. Knowledge also functions as a transmitter, from positive attitudes to purchase behaviors, thereby reducing the incongruity. Using quota sampling in a survey study, this article tests the hypotheses with linear regression models. The results show that orientations and knowledge improve the congruity between attitudes and purchase behaviors toward organic products. Moreover, interaction effects arise between the environmental protection orientation and knowledge and between the hedonic orientation and knowledge. Increasing knowledge mitigates the difference between attitudes and purchase behaviors, especially for consumers with environmental protection or hedonic orientations. These findings have several important implications for research and practice.

In recent years, produce obtained from organic farming methods (i.e., a system that minimizes pollution and avoids the use of synthetic fertilizers and pesticides) has rapidly increased in developed countries. This may be explained by the fact that organic food meets the standard requirements for quality and healthiness. Among organic products, wine has greatly attracted the interest of the consumers. In the present study, trained assessors and regular wine consumers were respectively required to identify the sensory properties (e.g., odor, taste, flavor, and mouthfeel sensations) and to evaluate the hedonic dimension of red wines deriving from organically and conventionally grown grapes. Results showed differences related mainly to taste (sour and bitter) and mouthfeel (astringent) sensations, with odor and flavor playing a minor role. However, these differences did not influence liking, as organic and conventional wines were hedonically comparable. Interestingly, 61% of respondents would be willing to pay more for organically produced wines, which suggests that environmentally sustainable practices related to wine quality have good market prospects.