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A natural product is made from materials produced by using natural agriculture. There are one-of-a-kind types of natural merchandise. However natural product is more acknowledged for food gadgets like organic grocery, natural vegetables, and natural certified meals and so on. The study focuses on the consumer perceptions regarding organic product and the changing trend of the consumers towards organic products. Conveyance sampling technique is used to collect the data and the data is analysed by using chi square and ANOVA. Key words: Organic products, perception, environment and forming.

Purpose. The aim of the article is to develop scenarios of consumption of the main types of organic livestock products in Ukraine. These scenarios should include the creation of an effective institutional environment aimed not only at strict quality control, but also at stimulating the modernization of production, the implementation of environmentally friendly technologies and genetic technologies for the production of safe products. Methodology / approach. The methodological basis of the study is an integrated (systemic) approach, which allows forecasting more accurately the reproduction of the processes of quality supply of organic livestock products, taking into account the factors that affect it. Methodological aspects of calculations in forecasting the capacity of new segments of the organic market (which replace the market segments of traditional or mass products) are based on criteria of rational consumption, taking into account the influence of such factors: potential of organic livestock production in Ukraine, number of households (consumers), income of households (consumers), differentiation of household incomes (consumers), prices for organic livestock products, prices for livestock products originating from the traditional (mass) sector, consumer confidence in the quality assurance system for livestock products (including state quality control systems), consumer confidence in the organic certification system of livestock products. Results. The main factors influencing the consumption of organic livestock products in Ukraine are identified, among which the main ones are the price and quality of products. The reasons of low rates of production of livestock products development with protected geographical names and organic products in Ukraine are described. In particular, it is substantiated that due to the high cost, complexity of production technologies, high cost of certification, the long transition period to organic production, the production of organic livestock products does not reach potential. Originality / scientific novelty. The forecasting of the capacity of the organic sector is made under the conditions of partial or complex implementation of measures aimed at improving the quality of livestock products with the definition of inertial, innovative and systemic scenarios. The authors identified the system scenario as a priority. According to the systemic variant in Ukraine for the period up to 2025 the forecasted capacity of the internal market for organic meat and meat products (in terms of meat) will amount to 3.26 bln UAH; organic milk, dairy products and butter (in terms of milk) will amount to 2.65 bln UAH; organic eggs will amount to 0.47 bln UAH. In general, the market potential capacity of the main types of organic livestock products (at prices in 2019) will be 6.38 bln UAH (0.2 bln Euro) or 151.9 UAH (4.9 Euro) per one person. This is much less than the current European figure of 50 euros per person. In the potential consumer market, the share of organic livestock products in accordance with the systemic version of the solution of the quality problem will be from 1.6 % (meat and meat products) and 1.5 % (milk and dairy products) to 2.3 % (eggs), which is much lower than European indicators. Practical value / implications. Scenario forecasting of the dynamics of potential demand for organic livestock products allows understanding the pace of development of the domestic market of organic products, justification of measures and tools to stimulate domestic organic production, determining the impact of these measures on the capacity of the organic market. Otherwise, a significant market share of organic livestock products and food products of animal origin, including milk and dairy products, will be filled by imported products of European producers. The authors identified as a priority systemic scenario for the development of consumption of the main types of organic livestock products in Ukraine.

PurposeOrganic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.Design/methodology/approachResponses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs.FindingsThe findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability.Social implicationsThe findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention.Originality/valueThis study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.

Organic agriculture remains a black box attribute when considering consumer behaviour and preferences in developing countries. This is due partially to a lack of awareness about such products in addition to a lack of trust in relation to the certification bodies responsible. Meanwhile, increasing demand for these products comes as a result of food intolerance and hygiene safety issues. Through this framework it is crucial to clarify the concept from the consumer perspective. The objective of this paper is to understand consumer perceptions regarding organic attributes and identify the characteristics considered by consumers when buying organic products. The relative importance index shows the sensitivity of Albanian consumers in relation to the organic attribute, mainly in fruit and vegetables. Through the Contingent Valuation Method it is estimated that the consumer will pay an average premium of 27.7% for organic vegetables and 28.3% for organic fruit. The segmentation approach indicates that consumers linking organic attributes with health expressed a high willingness to pay for organic products. However, the majority use price as the main indicator of the quality of the product they consume; a higher price meaning an organic product. This conclusion is important in developing countries where consumers display low trust in food safety mechanisms and institutions.

The organic market is characterized by remarkable disparities, and confusion persists about which motives drive organic consumption. To understand them, this research introduces the idea that the same consumer motives can exert different and potentially opposite impacts when organic consumption patterns unfold. The proposed multistage theory of differential effects distinguishes a participation stage, when consumers decide whether to purchase organic at all, and an expenditure stage, when consumers decide about how much of their budget to spend on organic products across purchases. An analysis of shopping patterns of approximately 14,000 households confirms the proposed differential influences: Other-oriented motives (care for others and the environment) support participation but impede sustained expenditures. Only self-oriented motives (hedonism) foster both participation and expenditures. The results pinpoint the need to rethink organic consumption as a stage-specific problem, which opens up new perspectives for managers about an old but persistent problem.

This study was carried out to determine the consumer preferences of the consumers living in the city center of Bingol province regarding the attitude towards organic products, the perceived benefit in organic products and the intention to purchase organic products. The primary data of the study consists of survey data using the proportional sampling formula from individuals living in Bingol city center, in March-May 2020. According to the study findings;, it was determined that there was no proposition that they did not agree at all and they were hesitant to agree only with the statement "Organic products are no different from other products" as a result of the evaluation of the attitudes of individuals towards organic products. Regarding the perceived benefit in organic products, it has been determined that individuals think that organic products are beneficial for human life, agriculture and nature. It was concluded that individuals agree with all the propositions about purchase intention and individuals have a positive attitude at the point of purchasing organic products. As a result of the correlation analysis; it was determined that there is a significant positive weak relationship between consumer attitude and perceived usefulness, a moderately significant positive relationship between consumer attitude and purchase intention, and a moderately significant positive relationship between perceived usefulness and purchasing intention. As a result; carrying out trust and quality enhancing studies on organic products is extremely important in today's markets.

Increasing concerns for human and environmental health have led to calls for a transition from conventional farming systems (CFS) with intensive external inputs to organic farming (OF). While farmers are the most important element in this transition, understanding how and why they intend to make this shift is critically important. This study utilized the Theory of Planned Behavior (TPB) to examine the roles of rationality, morality, and fear in predicting the willingness of farmers to farm organically. A cross-sectional survey study was conducted among 320 farmers in southwestern Iran selected through multi-stage, stratified, random sampling. The combined analysis of three dimensions—rationality, morality, and fear—enhanced the predictive power of the TPB from 40% (original TPB) to 65% (extended TPB). The morality consideration was the strongest predictor of willingness to cultivate organic products, followed by fear and perceived behavioral control. Interestingly, other components of rationality (attitudes and subjective norms) failed to predict willingness. The results of the current study can help policymakers and planners design, develop, and implement strategies and policies to encourage farmers to cultivate healthy and environmentally friendly organic products.

Organic farming plays an important role in sustainable development. Advances in organic farming can be based on consumer preferences and, therefore, it is important to determine how consumers prefer organic products in moving towards sustainable agricultural development. Choice experiment (CE) is a stated-preference approach to evaluate consumer preferences. Some respondents may not take into account all attributes in the process of CE, thereby causing heterogeneity in collective respondent behavior. The present study uses the “Endogenous Attendance Attributes (EAA)” model which considers heterogeneity in consumer behavior towards selecting organic tea. The analysis was performed according to the preferences of several participants who were selected randomly among consumers of organic tea. The conditional logit and EAA models generated results, along with the calculated coefficients of the attributes of organic tea. Ultimately, these values appeared compatible with consumer preferences for organic tea. Consumers varied in their willingness to pay for organic tea, as revealed by the two models.

The availability of digital technologies for a wide variety of companies opens up fundamentally new opportunities for the collection and analysis of information about markets and consumers, the implementation of marketing communications with customers and the formation of brand awareness. Digital marketing provides interaction with customers and business partners using digital information and communication technologies and electronic means. The purpose of the research is to study the features of digital marketing in the sphere of promotion of organic products based on the investigation of the experience of European Union’s countries. Design/Methodology/Approach: economic and statistical analysis and comparison; economic and mathematical method; formalization; analysis and synthesis; historical and logical methods; generalization. As a result of the study, it has been established that the development of digital marketing in the sphere of promoting organic products is in its infancy. It depends on the structure of producers, which is formed according to the principle of family farms or small farm enterprises with no more than 15 employees without a special position of a marketer. It has been proved that social networks are the main channels of digital marketing of enterprises - producers of organic products, forasmuch as they do not require additional costs to attract a specialist on marketing.

The modern world is witnessing a wide spread expansion in the usage of organic products, be it food products, personal & health-care products and cosmetics for the varied and valid reasons. Organic products are becoming more popular and people choose them for distinct advantages. The terms herbal, ayurvedic, natural and organic are not only distinct in their properties but also functionally have a variance in the applications.

Purpose This paper aim to investigate how organic labeling impacts perceived value for money (PVFM) as well as attitudinal and behavioral brand loyalty for private label brands (PLBs). This impact is tested for different product categories and retailers. Design/methodology/approach Two online experiments are conducted with different product categories (i.e. eggs and chocolate) and different retailers (i.e. Auchan and Carrefour). For each experiment, a multivariate analysis of covariance with brand type (i.e. PLBs and organic PLBs) as the independent variables, the PVFM and brand loyalty as the dependent variables as well as consumers’ characteristics, involvement with organic products and attitudes toward the retailer as the covariates is run. Findings On aggregate, organic PLBs prompt a higher PVFM as well as a higher attitudinal and behavioral loyalty than the PLBs. These results are consistent across the above-mentioned product categories and retailers. Research limitations/implications This study advances knowledge on organic labeling for the PLBs. Practical implications Retailers gain insights on the perceptions and behaviors toward organic PLBs versus standard PLBs. Originality/value This study tests how an organic label impacts the PVFM and brand loyalty for the PLBs.

The market condition for organic products in Sumatera Utara is still very small. This can be seen from the very few companies engaged in organic products. The market is very small due to low consumer awareness and consumer knowledge of organic products. This research was conducted to analyze the characteristics and behavior of consumers about organic products in Sumatera utara. The locations of research activities are Medan, Binjai, Deli Serdang, Serdang Bedagei and Langkat. In addition, the lack of involvement of local governments and related institutions in encouraging the development of organic products is indicated by the low level of commitment in developing organic products in Sumatera utara. The results of this study indicate that organic knowledge, environmental science, health science, pricing and subjective norms are the factors that determine whether consumers buy organic products

PurposeCustomer education is considered as an appropriate communication strategy for promoting green products. This paper aims to elaborate on the characteristics of customer education that are suitable for green products by identifying what messages must be delivered, sources and channels that must be used to achieve the greatest effect. Moreover, this study uses a repeated cross-sectional approach by using the same research model in 2008 and 2019.Design/methodology/approachA questionnaire was arranged based on the research model. In 2008, the data were collected at 12 shopping malls in Jakarta. The 2019 data were collected online, using Google forms, from citizens of Jakarta and five nearby cities. Then, the data were processed using structural equation modeling.FindingsData analysis of both years shows that education containing messages that are both informational and transformational can increase customers’ perceptions of the benefits and economic accessibility of green products, as well as environmental concerns. This study’s results also indicate that customers’ intentions to buy green products are influenced by their attitudes toward buying. However, the impact of customers’ perceptions of benefit and economic accessibility on their attitudes toward green purchasing varied between 2008 and 2019.Practical implicationsSustainable consumption can be pursued through customer education once a community’s economic conditions have reached a certain level. This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community.Social implicationsThis study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community.Originality/valueInvestigation of the role of customer education in green products using a repeated cross-sectional study.

In recent decades, consumers begin shifting in the use of healthy products, since people are starting to become aware of the adverse effects caused by synthetic chemicals for health. Several studies that show the global demand for organic products has risen annually, including organic personal care, that has become an inevitable trend. While women are willing to pay more on organic personal care brands, they have doubts about issues related to the ingredients of brands that promise to be all organic. This study aims to measure the influences between barriers towards organic personal care consumption among 400 young women in Jabodetabek and Bandung with the use of Innovation Resistance Theory (IRT). The research was conducted using questionnaires and analyzed using Confirmatory Factor Analysis, with SmartPLS Software. The results indicate that usage barrier, value barrier, tradition barrier have positively and significantly affected organic personal care products consumption, except for risk barriers and image barriers which have insignificant effects. These findings might be useful to create business strategies for organic personal care SMEs in Indonesia, by taking more attention towards the indicator aspect on usage barriers, value barriers and tradition barriers.

The Indonesian Organic Agriculture Statistics (SPOI) recorded the number of consumer demand for organic products increased 54 percent compared to the previous year. For more detailed, other data shows 18 percent of customers in Southeast Asia are willing to pay more to buy organic products. The purpose of this study is to predict consumer behavior and investigate in purchase intention organic product which became a trend as well as an attractive business opportunity in the future. This research using the shopping at hypermarkets which is located in jakarta. The research objects have attitude, perceived value, and attribute as factors affecting them to buy organic. The result each factor is positive and significant influence towards Intention to Purchase the green product. The Coefficients table in this research showed the value of attribute as the highest score of consumer behavior in purchase the green product Green action can implement a new trend of lifestyle in consumption organic food in Indonesia. Those all need involvement in marketing activities and will become conceptual strategic for green products that examined in this research.

Although the organic sector is still relatively small, the demand for organic food is increasing throughout the world. The characterization of consumers' perception of and attitudes towards organic food is important to enable the development of marketing policies aimed at attracting conventional consumers to the sector. Consumers' behaviour studies must be conducted specifically for different regions and countries as perceptions and attitudes vary across the world. In the present study, a questionnaire was designed for administration to consumers in Galicia (Northern Spain). The questionnaire was administered to 830 consumers in 200 establishments to obtain data about the consumers' perception of and attitudes towards organic food. The survey results showed that one-third of responders consume organic food and that the typical profile of a consumer of organic food is a middle-aged, medium-high class, university-educated female living in a large village, who shops in supermarkets and preferably consume vegetables, fruits and eggs. Most people who declared that they consume organic products confuse these with home and locally produced food, indicating the potential for growth of the organic sector by providing such consumers with appropriate information. Most consumers (including conventional consumers) have a good opinion of organic food and consider that it is better for health, is of better quality than conventional food and avoid pesticide residues. However, price continues to be a barrier to the consumption of organic produce. Most respondents stated that they would consume more organic food if the price was only between 10% and 30% higher than the conventional equivalent. Finally, organic consumers in Galicia showed positive attitudes towards using local breeds in organic agriculture, both for producing food and for ecotourism and educational activities. Such activities could contribute to conserving breed biodiversity and adding value to organic farming.

PurposeThe growing market for organic products presents a tremendous opportunity for marketers to extend their existing brands. However, there is hardly any research that investigates the factors extension from an organic parent brand is preferred over extension into same product category for success of such brand extensions. This paper investigates the role of two different bases consumers may use to evaluate the extension into organic product – organic status of the parent brand and its similarity to the extended product category.Design/methodology/approachThe study involved a 2 × 2 (organic versus regular parent brand and same versus different product category) between-subjects factorial design. Data collected from 164 postgraduate students presented with one of the four scenarios were analysed using ANOVA.FindingsThe results reveal that extensions from organic parent brand versus regular brand, and in the same product category versus different category, are evaluated more favourably. Moreover, extension from an organic parent brand is preferred over extension into same product category.Originality/valueThe research contributes to the extant literature on branding and retailing by building on categorisation theory to explain consumer preference for brand extension when launching a new organic product. The findings provide valuable insights to practitioners to launch a new organic product using brand extension.

PurposeThis study investigates organic wine consumption and analysed the motives, preferences and basic characteristics of German consumers of organic and non-organic wines.Design/methodology/approachThe comparative study is based on data from a representative survey conducted with 2,000 consumers in Germany. Two segments of wine drinkers were created according to their consumption of organic wine. Consumers of organic and non-organic wine were compared by analysing the differences in wine-related behavioural factors and socio-demographic variables.FindingsThe study reveals that consumers of organic wine differ significantly from those who do not drink organic wines. Socio-demographic factors (e.g. age and social class) and behavioural attributes (e.g. frequency of wine consumption and involvement with and preference for other organic products) demonstrate the differences between the two consumer groups.Originality/valueTo our knowledge, no findings exist to date regarding differences between consumers of organic wine and consumers of non-organic wine. Therefore, these results fill a research gap and provide valuable inputs both to the wine industry as well as to the scientific community dealing with organic food preferences.

Nos últimos anos do corrente século, o sector da agricultura orgânica tem visto as suas áreas de produção, cotas de mercado e número de consumidores a crescer. Na União Europeia, o enquadramento legal deste modo de produção data do início dos anos 90 do século XX, mas ao longo dos anos esta legislação tem sido alvo de várias alterações. Apesar de um enquadramento legal apertado surgem, por vezes, situações de fraude ou controvérsia em torno da fiscalização e certificação dos produtos orgânicos. As falhas dos sistemas periciais, técnicos, científicos no controlo e monitorização da produção alimentar orgânica, mesmo que ocorram excecionalmente, quando são divulgadas pelos media acabam por aumentar junto dos consumidores a desconfiança e a falta de credibilidade na origem de produção destes alimentos. Neste texto, com base em dados qualitativos e quantitativos, analisam-se os significados que os consumidores têm sobre os produtos orgânicos, muitas vezes confundindo-os com os produtos que cultivam em casa ou que lhes são oferecidos pelas suas redes familiares, de amigos e vizinhos. Também se analisam os mecanismos de construção de uma relação de confiança com os alimentos orgânicos, que passam tanto pelo conhecimento pericial inscrito num certificado e num logotipo, como também pelo conhecimento tácito, leigo, experiencial e sensorial que têm com estes alimentos no seu quotidiano. Conclui-se que os consumidores usam diferentes e múltiplas estratégias, conjugando o conhecimento pericial com o conhecimento mais leigo, para se assegurarem que o que ingerem nos seus corpos são mesmo produtos orgânicos.

The development of distribution channels in the Republic of Crimea can enhance forming a regional market for organic products. In this regard, we proposed and tested a methodology for studying consumer loyalty to distribution channels. The research methodology includes various research procedures: marketing analysis with the use of a set of economic-mathematical and statistical analysis methods implemented in the Statistical Package for the Social Sciences (SPSS); mapping with the use of geographical information system (GIS) technology to identify the regions’ geo-information profiles; strategic analysis of the perspective directions for developing the distribution channels depending on different marketing strategies. Quantitative calculation of loyalty indices allowed determining three groups of the distribution channels depending on their consumer appeal. Additionally, we noted the advantages and disadvantages of distribution channels. Marketing research of the target consumer of organic products has shown that the prevailing factors of the “environmental” choice are pricing policy, quality, sell-by dates, breadth of assortment, level of service, availability and comfort when purchasing products. Assessment of the density of distribution channels’ points of presence in the regions has revealed promising areas for the development of channels adapted to the regions’ specializations. The manufacturers of organic products and state authorities can use the elaborated system of assessing distribution channels and recommendations for selling organic products depending on the levels of their demand in the Republic of Crimea can be applied by organic products producers and State authorities, taking into account the real market size.

Purpose The market system and a materialistic lifestyle have contributed to some of the environmental and social problems that currently affect the world. However, only a few consumers are willing to express ecological oriented consumption. This study aims to analyse how organic food consumers build a green identity, as well as the new expressions that arise from this identity construction. Design/methodology/approach A hermeneutical approach was adopted to address the narratives of 31 frequent consumers of organic products motivated by environmental issues. The narratives were collected through the interview method, which was further complemented by participant observation. Findings The following five phases of identity formation were identified: consciousness, gathering, negotiation, stabilisation and sharing. By looking at the different identity stages, it becomes visible how organic consumption and pro-environmental behaviours act as transformative practices, promoting ecological activism and fortifying a green identity. Originality/value This study extends the “processual theory of identity” by analysing how organic products help shape consumer practices and their lifestyle. Moreover, a contribution is provided on how we can build an ecological citizenship by reducing consumption and also by adopting alternative practices of consumption.

Introduction. The market of organic agricultural products in Ukraine is developing dynamically. Organic products are specific not only in terms of resources, technologies, quality characteristics, but also in terms of demand formation, pricing policy, promotion, sales. The transition of agricultural enterprises to organic production necessitates the formation of an effective management system, organization of production, sale of high quality products to meet the needs of consumers. Peculiarities of marketing policy of organic agricultural products producers of in Ukraine are revealed. The peculiarities of marketing planning taking into account the specific of organic products are revealed. The peculiarities of the marketing complex of organic producers are considered. Purpose. The purpose of the article is to substantiate the peculiarities of the marketing policy of organic agricultural products producers in Ukraine. Results. The market of organic agricultural products in Ukraine is in its active formation, which necessitates the development of a specific marketing policy for producers of these products. The set of motives for the consumption of organic goods differs from other countries. If domestic consumers set high standards for the appearance of products and following the trends of healthy eating, then in Europe the health benefits and the availability of quality guarantees for organic products come first. The specifics of the stages of planning the marketing policy of organic producers are considered: the choice of the company's mission taking into account the capabilities of the internal environment; choice of market segment; development of a marketing complex. Given the stages of formation of marketing policy, measures are proposed within the marketing complex for product, price, sales and promotion of organic products. Originality. The types of strategies for the sale of organic products, which are based on the main channels of its sale, are generalized: the strategy of entering the foreign market, the strategy of indirect sales, the strategy of combined sales and the strategy of direct sales. Each of these strategies is characterized by specific means of promoting goods and bringing them to the consumer. Given the ratio of sales of organic goods within the country and their exports, it should be noted that domestic producers mainly use the strategy of entering foreign markets. When using it, the main channel for the sale of environmentally friendly goods is export. Conclusion. Successful formation of marketing strategies for the sale of organic products by domestic enterprises should be based on an understanding of the specifics of products and the market in which it will be sold. The peculiarities of the development of these strategies also provide a description of producers and potential consumers of environmentally friendly certified products, which allows you to more accurately predict scenarios for the development of enterprises in the developed areas.

Unintentional ingestion of pesticides is common in societies. Yet the consequences are multiplying in a disastrous way. Organic agriculture [OA] roles at preserving the environment and the health of the consumer. The objective of this study is to analyze the attitudes and purchase intentions of the consumer through the theory of Ajzen's planned behaviour. A total of 318 consumers were interviewed in the localities of Loum, Njombe-Penja and Mbanga using a mix questionnaire. The Likert model, 5-point scale was used to measure attitudes. The results obtained reveal that positive attitudes lead to purchasing intentions among consumers in relation to organic products (Mean = 40.5283; Standard Deviation. = 5.89638) to the detriment of conventional products (Mean = 22.7484; Standard Deviation. = 5.57707). This significant difference is in favour of organic products (F (1 318) = 1.812; p ˂ 0.05). In fact, intention is the intermediate variable between attitudes and observed behaviours.

Consumers prefer a nutritious and delicious diet which is natural. Hence, they pay attention to research which focuses on chemical added food and risks involved in such consumption. Communication media plays a major role in deciding consumer willingness. Therefore, it is necessary to identify the influence of chemical risk communication on consumer behavior in purchasing foods. A qualitative and quantitative research method has been followed by the author to collect data, and questionnaires and in-depth interviews have been used to collect data. Data obtained are analyzed using SPSS for quantitative data whereas; the qualitative data is analyzed thematically. The data were collected from 100 Householders in the Badulla district. This study analyses the problem of how the messages on health risk influence consumer psychological behavior in purchasing food. The main objective of this research is to identify how the messages on health risk due to chemical additives in food influence the psychological behavior of consumers in purchasing food. The findings of the study reveal that consumers are not clear about the term, organic. The major factor that inhibited people from buying organic food was the high price. A majority of respondents had expressed interest in healthy and nutritionally rich food as well as environmental concerns and sustainability. Ultimately this study indicated that consumer awareness effectively advances the demand for organic products. It could be concluded that adoption of proper awareness programs would help in promoting the organic product consumption.DOI: http://doi.org/10.31357/fhss/vjhss.v05i01.06

The study proposes to find out the factors which influence awareness among the consumers towards purchasing organic food product. The study is based on primary data by using tools Chi-square test, Cronbach alpha, KMO, and Bartlett's test, ANOVA, regression, correlation, and cross-tabulation. The study found that awareness driver's nutritional information, price, certification, brand name, and logos have an essential influence on the purchase intention of the product of organic food. However, labeling and food standards do not show a noteworthy rapport between labeling and organic food products' purchase plans. The core commitment and flow to explore are to analyze purchasers with respect to organic guarantee systems (accreditation, guidelines, logo, imprints, and confirmation) so we can distinguish the genuine organic products. The independent factors of awareness like organic buying preference and buying frequency, have a significant influence on the purchase intention of organic food. The research provided evidence of consumer awareness and purchase intention of organic food that would help the organic food industry to promote their products according to the attribute of customers.

The desire to be sustainable is influencing the growth of marketing differentiated and unique products that focus on the environment and health. An example that best illustrates unique, sustainable products is those that carry the “organic” label. Organic products are difficult to market to consumers because some consumers lack information about them. This paper contributes to the marketing literature by illustrating that the use of analytic visualizations can help in marketing these products. Marketing organic products can be achieved through a two-step process: first, use analytics to convince consumers of the need for sustainability, and then, motivate them through visualizations to be socially responsible citizens by purchasing sustainable products. The paper accomplishes these goals by developing a set of interactive, web-based visualizations in R to demonstrate how this powerful analytic tool can be used on a social media platform to promote sustainability and innovative sustainable products.

The consumption of organic products has consistently increased over the last decades, covering increasingly diversified consumers, both in the characteristics and the reasons associated with consumption. This heterogeneity evidences the need to examine in depth the reasons for the purchase and consumption of these products. The core aim of this study is related to the motivational drivers of organic consumption. The survey included 250 respondents from Andalusia (Spain) who completed an online questionnaire and personal interviews. A convenience sampling method was applied, and the best-worst scaling method allowed us to analyze ten attributes of organic purchasing behavior. Health benefits and environmental impact are the key attributes explaining the consumption of organic products. To deeply understand organic consumer motivations, we studied the influence of six classification variables over the studied attributes. Applying ordinal regressions, we found that having children under 18 at home and a consumer’s academic level contribute in a relevant way to explain the valorization of the health benefits attribute. Also, the place to purchase organic food and academic level correlates with the valuation of GMOs in food. Andalusia is one of the largest European regions for organic production but with minor relevance in consumption. Nevertheless, despite this apparent paradox, the results of the present study point to a consumer profile very similar to other European countries with consolidated organic consumption.

The promotion of sustainable consumption plays an extremely important role in Vietnam’s National Green Growth Strategy. However, despite an increase in concerns about environmental issues, eco-friendly buying behaviors in general and organic food consumption in particular are still unpopular among Vietnamese consumers, leading to a question about the importance of situational factors, which this article focuses on. Based on attitudes, subjective norms, perceived norms, which are mentioned in the theory of planned behavior (TPB) and consumer choice theory, and social norms from social categorization theory, the research created a questionnaire and then sent it to respondents who were in charge of buying food for their family in Hanoi. Then, 423 of the 570 responses received were used to create the structural equation model (SEM) with four distinct stages in AMOS statistical software, which evidences the crucial role of situational factors. Subjective norms and social norms have the highest positive impact on organic food purchase among households in Hanoi. Moreover, households’ organic food purchase is also positively affected by perceived behavior control and the availability of products but negatively affected by the price of products, which strongly fits with TPB, social categorization theory, and other studies. In particular, there is no evidence about relationships between knowledge of or attitude toward organic food and family income and organic food purchase among households in Hanoi. In addition, age and education status do not have any impact on respondents’ behavior in organic food purchase in this city. Finally, the authors propose some suggestions to promote organic food consumption among households in Hanoi. First is that businesses specializing in the production and supply of organic products should focus on customer care activities, innovate business models, and advertise to attract customers to use organic products. Second is that the government should issue regulations to encourage businesses to invest in the research and production of organic products as well as implement strict regulations to penalize violations in the production and supply of organic products.

In recent years there has been a growing international interest in alternative certification strategies for organic products. Specifically, participatory guarantee systems (PGS) have proved to be particularly suitable not only to simplify bureaucratic procedures for small organic producers and reduce the cost of certification, but also to generate empowerment, social inclusion and mutual support among farmers. The purpose of this paper is to study the elements of social capital (SC) found in a PGS through the use of social network indicators using the Organizaçao Participativa de Acreditaçao e Certificaçao “Orgânicos Sul de Minas” (OPAC-OSM) as a case study. The research was carried out in the southern part of Minas Gerais, one of the states of the Brazilian Federation, where organic production represents a viable alternative for small and medium-sized farmers. In particular, a survey was carried out to capture the opinions of managers (presidents or directors) about their participation in the OPAC-OSM, and about the level of interaction and degree of trust between members. Relational skills, which are the basis of structural SC, were analyzed both at the level of individual units and at the level of the general network of the OPAC-OSM. An in-degree centrality score assigned to OPAC-OSM members was obtained from each network. These scores have been correlated with variables of the database that were chosen due to their relevance in assessing the level of social capital. According to the results, the factors that most reinforced the proof of SC among the OPAC-OSM members were the level of information and the degree of trust and collaboration networks, with special emphasis on female participation. From the analysis carried out, it is possible to conclude that PGS are powerful tools in the strengthening of SC far beyond the aspect of quality assurance, which remains the main objective of the OPAC.

The development of organic food products has proliferated over the past few decades, alongside the use of “white” space on products’ packaging as an element that communicates quality and sustainability values. Despite a growing interest towards green products, sustainable business practices and aesthetics, there is not enough evidence on how specific design elements (i.e., “white” space) of organic food packaging could affect consumers’ brand perceptions, attitude towards the brand (Abr) and purchase intentions (PI). The present study seeks to unveil the role of “white” space as a packaging design element on the effectiveness of organic food products. Based on a content analysis of 406 international packaging designs it establishes the widespread coexistence of organic products with extended, in shades of gray “white” space. A between-subjects experiment with 305 young adults builds on the associations between “white” space and sustainability, and provides evidence on the proposed serial mediation model with perceived naturalness, quality and trustworthiness, and Abr as mediators in the relationship between organic food products and PI, especially when the packaging uses extended “white” space. Pertinent managerial implications with respect to effective packaging design that promotes sustainability values and generates positive attitudes and behaviors towards organic foods are underlined.

The article focuses on the specificity of the behavior of modern prosumers in the market for organic products as a determinant of sustainable consumption. The strengthening of the pro-consumer relationship is made possible thanks to ongoing technological changes, especially the development of the Internet. It is thanks to our online activities and the opinions of other Internet users that pro-consumer decisions concerning online purchases are shaped. The article presents the results of empirical studies conducted in 2020 on a sample of 664 respondents using a questionnaire, while the survey results were developed using SPSS Statistics. Findings of research showed the willingness of consumers for prosumption and kind of behaviors that were most often among the research group. In the course of research proceedings, it was possible to define factors that dispose declarative prosumers for the purchase of organic products. Conducted analyses also allowed for building the model of the influence of individual characteristics of respondents on the index of prosumption.

The main objective of this study was to determine the behavior of the Polish consumer of organic products during the COVID-19 pandemic and to identify preferred channels of distribution of organic products in the situation of restricted freedom of movement as well as to assess what information displayed on the labels of organic food was most important to the customer. The research was conducted on a sample of 1108 respondents with the use of CAWI technique collected in an online survey carried out in February–August 2020. To analyze the obtained results, cluster analysis, linear regression model and duplication method were used to verify the substitute channels for purchasing organic goods. The pandemic has intensified the health value of consumers when making decisions about choosing food products. Consumers are sensitive shoppers who read the content of the labels and pay attention to the ingredients of the products they buy. The price is also of significant importance for consumers; however, it is less important than, for example, the expiration date of the purchased product. With the use of PCA analysis, it was possible to identify 18 factors that could be divided into three segments: marketing, practical and sensory. The proposed factors, according to the respondents, had an effect on the purchase of organic products by Polish consumers. Regarding the preferred purchasing channels, the Internet is becoming more and more important. Almost one-quarter of the respondents confirmed that they bought organic products via the above-mentioned distribution channel. Nearly 17% of the surveyed consumers considered the Internet to be an alternative way of doing their shopping. The results obtained in the research can be used in the sector of organic food producers to design marketing strategies and to adapt their offer to the proposed four groups of purchasers of organic products: eco-activists, eco-dietitians, eco-traditionalists, eco-innovators.

Spanish agri-food producers, particularly organic producers, have faced commercial problems for years. Websites are able to combine informative, relational and transactional functions. This ability makes them attractive sales channels in sectors such as the organic agri-food sector, which has traditionally had major commercial shortcomings in these three areas. This study is built on this premise. The study explored whether organic agri-food producers and conventional producers differ in terms of their use of websites as a sales channel and their degree of interaction with users. The extended model of Internet commerce adoption (eMICA) and fuzzy-set qualitative comparative analysis (fsQCA) were used. Other statistical techniques were also used. The fieldwork began with a sample of 998 producers (239 organic and 759 conventional). The results reveal differences between organic and conventional olive oil producers regarding website adoption and use. In terms of attracting website visits, the results also reveal the relevance of being an organic producer and having a capitalist or cooperative company structure.

On the current economic situation, an institution that seeks growth will, at a certain point of its development, have to be accessible on the internet to spread its beliefs and/or products to possible consumers through geographically long distances, that wouldn’t be possible in the past as fast as it is now, for this reason APOMS -’Associação de Produtores Orgânicos de Mato Grosso do Sul’ was looking for a website, which, now, is being provided by UFGD - ’Universidade Federal da Grande Dourados’ through a academic project that aims the learning of students and other people from different university courses. The site acts as a platform for selling organic and/or agro economic products of high quality from its production till the consumer’s home, besides being a way of giving a proper destination to products grown by small scale family farmers together with people involved to academic projects from UFGD, some of those provided by PROEXT, PROEX and CNPq. This activity is going to bring product directly to consumers, instead of passing by marketing intermediaries, making the commercial process faster and increase the accessibility to those organic and/or agro economic products. This paper describes the approaches done till this moment on the website.

Purpose This paper aims to examine the primary determinants of Chinese consumers’ attitudes and purchase intentions of imported organic wines. Design/methodology/approach This study used a multi-stage data collection via multiple sampling techniques. Data were collected from close to 2,000 Chinese wine drinkers across 33 provincial-level administrative units in China. The consumer data were subject to a two-step structural equation modeling analysis. Findings Chinese consumers express favorable attitudes and are interested in making a purchase. The results also reveal distinct influences of cognitive and emotional determinants on consumers’ positive attitudes and purchase intentions of organic wines. Health benefits and symbolic value positively influence consumers’ attitudes and purchase intentions. Emotional assessment of organic wines, despite exhibiting a positive effect on attitudes, does not drive Chinese consumers’ purchase decisions. Originality/value China has become a world leader in consuming wines, especially wines imported from traditional wine producing countries. The increasing health concerns have also prompted Chinese consumers toward favoring organic products. Despite the evident shift in Chinese consumers’ travel expenditure toward food and wines and the growing wine consumption while dining out, existing research is scant in explaining the decision drivers of Chinese consumers’ organic wine purchase. A greater and deeper understanding of Chinese consumers’ purchase decision of organic wines not only provides marketing intelligence for countries exporting wines to China but also is meaningful for international destinations to capture a lucrative market to support local attractions and hospitality businesses.

International audience; In recent years, collaborative and participatory supermarkets are spreading all over Europe, especially in France, as a new purchase model. This article aims to analyse the “promise of difference” (LE VELLY, 2017) that distinguishes this model from the current food offer. This promise is assessed both through the analysis of those projects in terms of products selection, work organisation and decision making, and through the implementation of concrete regulation activities. The methodological tools we used were content analysis of speeches, documents and on-line newpapers communication, as well as participant observation. The main results show that these models emerge as an alternative to the current food offer, both conventional supermarkets and alternative food networks. The study contributes to demonstrate that these cooperative supermarkets are shaped taking into account economic (reasonable price of products, reduction of fixed costs), social (accessibility, creation of a space to exchange and share, participation to the decision making) and environmental (local and organic products) issues. They inspire on conventional devices in terms of accessibility (low prices, long opening hours) and variety of products range. However, they distinguish themselves, in the first place, for being non-profit organisations, reinvesting the profits into the cooperative itself or into solidarity projects, but also by actively involving consumers in decision-making.; Nos últimos anos, os supermercados cooperativos e participativos estão se espalhando por toda Europa, especialmente na França, como um novo modelo de compra. Este artigo tem como objetivo analisar a “promessa de diferença" (LE VELLY, 2017) que distingue esse modelo da atual oferta de alimentos. Esta promessa é avaliada tanto através da análise desses projetos em termos de seleção de produtos, organização do trabalho e tomada de decisões, como através da implementação de atividades de regulação concretas. A metodologia baseia-se na análise de conteúdo de discursos, documentos e comunicação em jornais on-line, assim como em observação participante. Os principais resultados mostram que esses modelos emergem como uma alternativa, tanto aos supermercados convencionais quanto às redes alternativas. O estudo contribui para demonstrar que essas cooperativas se estruturam levando em conta os aspectos: econômicos (preço razoável dos produtos, redução dos custos fixos), sociais (acessibilidade, criação de espaços de troca e compartilhamento, participação na tomada de decisões) e ambientais (produtos locais e/ou orgânicos). Inspiram-se nos modelos dos supermercados convencionais em termos de acessibilidade (preços baixos, horários de funcionamento prolongados) e variedade de produtos. Porém, distinguem-se primeiramente por serem organizações sem fins lucrativos, reinvestindo o lucro na própria cooperativa ou em projetos solidários, além de envolverem ativamente os consumidores na tomada de decisões.

The presented study explores the nature of factors that facilitate the purchase of “green milk”, which serves as the most appropriate term for defining environmental and organic milk of animal and vegetable origin.Aim. The study aims to identify factors that affect the indicators of disposition towards purchasing green milk.Tasks. By summarizing previous studies, the authors put together a set of factors influencing green consumer behavior, conduct an empirical assessment of the impact of these factors, and specify the criteria for facilitating an environmental perception of food products by the consumer.Methods. This study is based on empirical quantitative-qualitative research. Its qualitative section involves a series of semi-structured interviews aimed at gaining insights. The quantitative section is processed in IBM SPSS 23.0 using а regression analysis. Alpha level 10 % is chosen as the p-value. The respondents are selected using the snowball method with allowance for the niche component. Some respondents are micro-influencers running their own blogs, active on social media, and managing digital communities. From the age perspective, the respondents include millenials living in the capital of the Russian Federation (born in 1982-2000, according to V.V. Radaev) [1]. According to Nielsen, the consumption of organic products by millenials increased by 14 % in 2018, which makes them the fastest growing consumer segment in the eco-market. Moscow accounts for 70% of the Russian ecomarket [2]. Based on the above, the examined group of respondents can be regarded as innovators and early supporters of the emerging green milk market.Results. Literature analysis reveals factors that could potentially affect green consumer behavior. The constructed regression model shows health concerns to be the main motive for buying green products. Despite certain difficulties in distinguishing between the terms “ecological” and “organic” in the context of the topic, it is established that milk (of vegetable and farm origin) can be both ecological and organic. The majority of consumers of these products are women. The key factors that consumers pay attention to when choosing environmental or organic food products are ingredients and eco-labels.Conclusions. Based on the obtained results, marketers working with green products should focus on their health benefits. Ingredients and eco-labels are the key criteria for identifying a product as green. Therefore, it is necessary to provide information about the health benefits of the ingredients on the packaging, and it also advisable to put an eco-label. The results of the study make it obvious that consumers cannot tell the difference between official and non-official certification marks on green products. Thus, such words as green, organic, vegan, eco may not increase sales, but will help define the product as green. When developing a marketing communication strategy, it is necessary to keep in mind that women are the target audience in most cases. A potential business opportunity that deserves attention is organic products for men’s health, which will help to differentiate a new product.

Purpose The purpose of this paper is to explore young consumers’ attitudes toward novel organic food products by analyzing their acceptability and perception. Design/methodology/approach A mixed method approach was applied to conceptualize (sensory profiling of organic bakery and confectionery products) and then to evaluate young consumer’s willingness to buy (consumer survey) innovative products: ten variants of rolls and ten variants of shortbread cookies made of certified raw materials originating from bio-farming, enriched with a combination of fresh and dried fruits and vegetables. Product recipes were free of saccharose, sweeteners and chemical pulverizing agents. To evaluate consumer orientation toward novel organic products, 200 consumers from Poland (Warmia and Mazury region) were surveyed regarding their hedonic opinion about these concepts. A Likert-type scale was used in the consumer survey to assess the perception and declared willingness to buy the evaluated products. Findings Research results demonstrate that the young consumers had ambivalent or negative attitudes to sensory attributes of many variants of the organic bakery and confectionery products. This could be explained by the taste of most of the products, which appeared unacceptable to consumers. It has been concluded that the choice of organic foods by young consumers is not strictly related to the concern over their health nor to the awareness of health-related attributes of these food products. Taste turned out to be the key factor affecting consumer attitudes toward organic foods and driving their willingness to buy these products. Originality/value Despite the constant development of research in the area of the organic food market, the current scientific findings still have some cognitive gaps that concern attitudes and expectations of consumers, especially of young consumers, toward new ecological products. This study contributed to the young consumers’ behavior knowledge by analyzing their attitudes toward novel organic bakery and confectionery prototypes produced manually. The empirical findings from this study also have practical potential for organic food market applications. Information of this type is useful in understanding and predicting the demand for certain products, which helps managers develop effective strategies.

Background This research emphasizes on the predictive variables of the intention to purchase an organic product. Scope and approach The paper focuses on the consumer involvement in organic consumption and sensitivity to price as motives of consumer purchase intention as well as the moderating role of the product regional identity. Key findings and conclusions The findings allowed us to deduce that the interviewed Tunisian customers intend to buy organic olive oil because they are concerned about preserving both their health and their environment. Also, these customers are more involved in regional organic products and are able to pay high prices to buy these products in order to profit from their safety, traceability and high quality.

The aim of the publication is to identify and evaluate the factors determining the choice of organic food products, establish links between them and decide which factors determining consumer choices on the dairy products market are the main. The analyses were based on the results of a survey conducted in 2016 on a group of 358 students. In the selection process, targeted selection methods were used. The study was carried out using the CAWI and the PAPI methods. The study uses methods of statistical analysis, including a comparative analysis of the behaviour of buyers and non-buyers of organic products and factor analysis to detect internal interdependencies between factors shaping purchasing decisions of buyers. Based on the analysis, it can be concluded that the most important factors taken into consideration when choosing organic food on the dairy market are related to the characteristics of the products. According to the surveyed buyers, an organic product is a product with a specific composition, fresh and without preservatives. The remaining factors are marketing communication, sales activation and “guarantee” of quality and healthiness of products in the form of certificates, markings and product brands.

Purpose The purpose of this paper is to examine the factors that influence Chinese consumers’ purchase of organic products, with a focus on organic tea. Design/methodology/approach A structured questionnaire was used to survey 202 shoppers in Guangdong Province, China. The data were analyzed using multivariate regression. Findings The study suggests two significant predictors of organic tea purchase intentions: perceiving organic tea as a healthier alternative to non-organic tea; perceiving the purchase of organic tea as a status symbol. Younger respondents and respondents with higher educational attainment reported greater organic tea purchase intentions. Non-significant predictors of organic tea purchase intentions were respondents’ knowledge of organic tea through media exposure, their gender and income. Research limitations/implications The findings help further research on consumer preferences regarding organic foods providing key insights for researchers and marketers as they strive to make informed decisions in the emerging organic food retail environment. Specifically, Chinese consumers perceiving organic tea as a healthy option and as a status symbol are more likely to state organic tea purchase intentions. These results point to the need for extended research on key antecedents of Chinese consumers’ purchase intentions of organic products. Originality/value Little was known about the motivations of Chinese consumers for purchasing organic food products, as the psychological and demographic factors that are associated with organic food purchase behavior in China were not well researched. Specifically, there is still a notable gap in the understanding of how consumers in China make organic tea purchase decisions. With organic foods occupying a progressively larger portion of Chinese diets and budgets, this research fills in some of the knowledge gap by examining how the social norms of status symbols influence Chinese consumers’ purchase intentions of organic tea.

Today, the importance of consumption of organic products has become more evident to the consumer due to the great benefits of these products. The aim of this study is to investigate the factors aff...

Purpose of Study: The aim of this research is to predict the effect of Integrated Marketing Communication (IMC) tools (advertising, direct marketing, sales promotion, and personal selling) on consumers’ intention to purchase organic products in the specific supermarket in Indonesia. Methodology: The primary data was collected by using questionnaires that were given to consumers in a supermarket. Sample size involved 128 consumers. The data was assessed through reliability and validity analysis before hypothesis testing analysis. Result: The results showed only direct marketing have positive significant on intention to buy the organic product. Implications/Applications: Integrated Marketing Communication provides an information to the purchasing policy of organic product

Purpose Since the implementation of the National Organic Program in 2002, the US organic market has grown in both scale and scope, consequently placing pressure on the organic supply chain. The crucial role of matching consumer demand for final products with farm-level production falls to certified organic handlers, the intermediary firms that process, manufacture and distribute organic products. Locating certified organic commodities and products that meet their needs, in a timely manner, is costly and challenging. The paper aims to discuss these issues. Design/methodology/approach A mixed-methods study was designed to better understand organic sector supply chain relationships in the USA. Data were collected from certified organic handlers via survey and semi-structured interviews. Those interviewed were randomly selected from 153 survey respondents who expressed an interest in being interviewed. This paper presents an analysis of interviews with 26 certified organic handlers regarding the relationships with their suppliers. Findings Three key concepts characterize the relationships between handlers and their suppliers: closeness, support and commitment. Nearly all handler supplier relationships possess some degree of closeness, where the handler expresses interest in their supplier. The relationships follow a spectrum of intensity, where the least engaged handlers provide little support and commitment, and the most engaged handlers provide support and commitment through a long-term relationship or contract. Originality/value Research into the organic supply chain is challenging to undertake, given the proprietary nature of the relationships. As the organic market continues to grow, the relationships along the supply chain will need to evolve to allow firms to meet consumer demand.

Consumers’ responses to organic foods have been widely researched. However, despite increasing competition among retail chains selling organic foods, little is known about how consumers choose stores for organic food buying. This study fills this important research gap by examining the role of perceived fit between retailers and organic food in US consumers’ choice of retail store for organic food buying. We also investigate antecedents of fit perception and how age-driven differences (younger vs. older consumers) interplay with the role of fit. The data were collected from both younger and older consumers through web-based surveys employing a realistic context of organic food purchases at a retail chain, Walmart. Social desirability bias was incorporated. The results evidence significant moderating roles of retailer-organic food fit in two specific attitudes: attitude toward organic food and attitude toward a retail chain. Store quality is a significant antecedent of fit between retail chain and organic food, but price perceptions and consumer beliefs about corporate social responsibility-corporate ability are not. The moderating role of retail chain-organic food fit is different for younger vs. older consumers. This study provides insights into the significance of matching the image between retailers and organic products (i.e., fit). Also, the proposed model can be applicable to the contexts of fit between retailer and other specialty products. The findings provide insights into how to more effectively attract consumers for organic food purchases through matching brand/product image.