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Determinants of organic food consumption. A systematic literature review on motives and barriers
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During the last few decades, interest in organically produced food has steadily risen around the world. Consequently, academic interest in better understanding the different motives and barriers underlying organic food consumption has also increased. But, the scope of these published studies is both broad and fragmented. There is a lack of research that systematically examines and presents a comprehensive review of the different motives and barriers and their association with purchase decisions. The current study shows a systematic literature review of different motives and barriers and their association with purchase decisions in context to organic food. A total of 89 empirical studies was considered in the review. Two popular theoretical frameworks, namely the theory of consumption values and innovation resistance theory, were used to categorize the identified motives and barriers. The primary outcomes of this systematic literature review are: a) descriptive statistics on the selected studies; b) comprehensive summary of motives and barriers mentioned in selected studies using theory of consumption values and innovation resistance theory; c) classification of motives and barriers on consumer involvement, research design and country status; d) framework on the association between motives, barriers and purchase decisions; e) implications for scholars, managers, and policymakers interested in better understanding issues related to organic food consumption.
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“the interplay between various psychological factors and their collective influence on purchase intentions remain understudied [43,51,52,53,54]”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [43]
In the citing paper
“This psychological factor directly affects the purchase intention and operates through various psychological and social mechanisms [2,43,66].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [43]
In the citing paper
“Health consciousness is crucial in shaping consumers’ self-identity as health-conscious individuals [42,43,51,81].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [43]
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A literature review on the drivers and barriers of organic food consumption in China
Campos, B. C., & Qi, X. (2024) · Agricultural and Food Economics · doi:10.1186/s40100-024-00312-y · Cited by 28
“However, this tradition may not be appropriate for the new product, so the customer is not motivated to adopt this innovation (Kushwah et al. 2019a).”
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Nasrabadi, M. A., Beauregard, Y., & Ekhlassi, A. (2024) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2024.123551 · Cited by 36
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Fernandes, E., & Saraiva, A. (2021) · Journal of Marketing Management · doi:10.1080/0267257x.2021.1954057 · Cited by 33
“…among highincome and high-education level families (Copeland & Boulianne, 2020; Gundelach, 2020), has significantly increased since consumers have begun to show concern towards health issues (Jongmans et al., 2019), pesticide-free products and food safety (Kushwah et al., 2019; Rana & Paul, 2020).”
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The dark side of advertising: promoting unhealthy food consumption
Deshpande, B., Kaur, P., Ferraris, A., Yahiaoui, D., & Dhir, A. (2023) · European Journal of Marketing · doi:10.1108/ejm-08-2021-0659 · Cited by 25
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Contemporary Challenges to the Organic Farming: A Polish and Hungarian Case Study
Mazurek-Kusiak, A., Sawicki, B., & Kobyłka, A. (2021) · Sustainability · doi:10.3390/su13148005 · Cited by 25
Ye, F., Huang, G., Zhan, Y., & Li, Y.-N. (2021) · IEEE transactions on engineering management · doi:10.1109/tem.2021.3060434 · Cited by 25
Analyzing organic food purchase intentions: eco-literacy and innovation resistance
Bhutto, M. Y., & Rūtelionė, A. (2024) · British Food Journal · doi:10.1108/bfj-08-2023-0756 · Cited by 24
Rahman, S. U., & Luomala, H. (2020) · Journal of International Food & Agribusiness Marketing · doi:10.1080/08974438.2020.1816243 · Cited by 35
Ong, A. K., Tacardon, E. R., & Gumasing, M. J. (2025) · Food Quality and Preference · doi:10.1016/j.foodqual.2024.105344 · Cited by 23
Wei, F., Zhang, H., Whaley, J. E., & Kim, Y. (2023) · Sustainability · doi:10.3390/su151511722 · Cited by 27
Nexus between entrepreneurial orientation and intellectual capital
Chaudhary, S., Dhir, A., Farronato, N., Nicotra, M., & Pironti, M. (2023) · Journal of Intellectual Capital · doi:10.1108/jic-09-2021-0256 · Cited by 28
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The news media and its audience: Agenda setting on organic food in the United States and Germany
Danner, H., Hagerer, G., Pan, Y., & Groh, G. (2022) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2022.131503 · Cited by 34
Shah, P., Dhir, A., Joshi, R., & Tripathy, N. (2021) · British Food Journal · doi:10.1108/bfj-12-2020-1098 · Cited by 23
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Cao, D., Zheng, Y.-Q., & Li, G.-C. (2023) · British Food Journal · doi:10.1108/bfj-02-2023-0162 · Cited by 22
Tacardon, E. R., Ong, A. K. S., & Gumasing, M. J. J. (2023) · Sustainability · doi:10.3390/su151612549 · Cited by 32
“For example, the product price, availability, and demand lead to positive behavior among consumers in terms of purchasing products [61,62].”
Rizzo, G., Testa, R., Schifani, G., & Migliore, G. (2023) · Social Indicators Research · doi:10.1007/s11205-023-03123-8 · Cited by 22
“…studies (Lee & Hwang, 2016; Becker et al., 2015 ) that have denoted as environmental sustainability represents one of the most important organic plus for consumers inasmuch they are characterized by a high environmental as well as an ecological concern (Kushwah et al., 2019 ; Zander & Hamm, 2010).”
Markups, organic agriculture and downstream concentration at the example of European dairy farmers
Koppenberg, M. (2023) · Agricultural Economics · doi:10.1111/agec.12762 · Cited by 22
Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market
Pilelienė, L., & Tamulienė, V. (2021) · Journal of Entrepreneurship Management and Innovation · doi:10.7341/20211719 · Cited by 27
“Numerous research (Kushwah et al., 2019; Stolz et al., 2011) has been conducted worldwide regarding stances and motives of consumer attitudes towards organic products.”
BackgroundCould trust narrow the intention‐behavior gap in eco‐friendly food consumption? Evidence from China
Yuan, R., Jin, S., & Lin, W. (2023) · Agribusiness · doi:10.1002/agr.21886 · Cited by 21
Koçer, L. L., Ulucak, Z. S., & Akca, T. D. (2023) · Environment, Development and Sustainability · doi:10.1007/s10668-023-04150-8 · Cited by 21
“Consumers with higher environmental concern tend to perceive organic foods as more desirable due to their perceived positive impact on the environment (Kushwah et al., 2019).”
Tang, D., Zheng, Q., Xu, B., Zheng, M., & Chen, J. (2023) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2023.136411 · Cited by 21
Singh, G., & Sharma, S. (2022) · European Journal of Marketing · doi:10.1108/ejm-07-2021-0518 · Cited by 27
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“Second, there is research on the motivations behind organic consumption (e.g., Kushwah et al., 2019; Onyango, Hallman, & Bellows, 2007; van Doorn & Verhoef, 2015).”
BackgroundChinese Consumers' Perceptions, Attitude, and Purchase Intention of Organic Products.
Lu, J., Liu, Y.-N., Jing, Q., & Zhang, W.-G. (2025) · Appetite · doi:10.1016/j.appet.2025.108142 · Cited by 20
Levavi, L. R., Friedmann, E., Kalagy, T., & Cohen, C. (2023) · Journal of Environmental Management · doi:10.1016/j.jenvman.2023.119344 · Cited by 20
Information Behaviour of Food Consumers: A Systematic Literature Review and a Future Research Agenda
Felicetti, A. M., Volpentesta, A. P., Linzalone, R., & Ammirato, S. (2023) · Sustainability · doi:10.3390/su15043758 · Cited by 25
“Another study [13] provided a systematic review on the motives for purchasing organic food, including concerns about health, the environment and animal welfare, while barriers include higher cost, limited availability and a lack of trust in organic food labels.”
BackgroundThe same only different? How a pandemic shapes consumer organic food purchasing
Sohn, S., Seegebarth, B., & Woisetschläger, D. M. (2022) · Journal of Consumer Behaviour · doi:10.1002/cb.2060 · Cited by 28
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Borrello, M., Vecchio, R., Barisan, L., Franceschi, D., Pomarici, E., & Galletto, L. (2024) · Food Research International · doi:10.1016/j.foodres.2024.114580 · Cited by 19
Wu, Y., Fu, S., Long, R., Islam, S. M. M., & Huang, E. (2024) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2024.101400 · Cited by 19
Arcese, G., Elmo, G., Fortuna, F., Pasca, M. G., & Risso, M. (2023) · British Food Journal · doi:10.1108/bfj-10-2022-0841 · Cited by 19
Figueiredo, E., Forte, T., Eusébio, C., Silva, A., & Couto, J. (2022) · Foods · doi:10.3390/foods11040547 · Cited by 18
“Conditional aspects embody, among others, elements dependent on the product, personal situation, place, and context [31,32].”
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Castellini, G., & Graffigna, G. (2021) · Food Quality and Preference · doi:10.1016/j.foodqual.2021.104444 · Cited by 20
Dominici, A., Boncinelli, F., Marone, E., & Casini, L. (2024) · Food Quality and Preference · doi:10.1016/j.foodqual.2024.105419 · Cited by 17
Integrating eco‐labeling and green advertising in achieving Sustainable Development Goal 12
Abbas, S., Munir, H., & Ahmad, Y. (2024) · Business Strategy & Development · doi:10.1002/bsd2.378 · Cited by 17
Yuan, X.-H., & Xiao, Y.-C. (2021) · Sustainability · doi:10.3390/su13020910 · Cited by 16
Núñez, J. A. L., López-Belmonte, J., Moreno-Guerrero, A.-J., Navas-Parejo, M. R., & Hinojo-Lucena, F.-J. (2020) · Sustainability · doi:10.3390/su12124838 · Cited by 16
“A diet based on organic farming should be promoted [33].”
BackgroundMoving beyond meat: Perceived unnaturalness and disgust across cultured foods
Herziger, A. (2024) · Journal of Environmental Psychology · doi:10.1016/j.jenvp.2024.102384 · Cited by 14
Jin, S., Matsuoka, Y., Yue, M., Jones, G., & Frewer, L. J. (2024) · Environment Development and Sustainability · doi:10.1007/s10668-024-05097-0 · Cited by 15
“Stronger environmental attitudes have also been reported to predict pro-environmental behaviours, such as purchasing organic food (Azzurra et al., 2019; Kushwah et al., 2019; Wang et al., 2020a, 2020b) and choosing low carbon diets (Panzone et al., 2016; Righi et al., 2023).”
Zhou, F., Ma, Z., Rashwan, A. K., Khaskheli, M., Abdelrady, W. A., Abdelaty, N. S., Askri, S. M. H., Zhao, P., Chen, W., & Shamsi, I. (2024) · Foods · doi:10.3390/foods13111610 · Cited by 15
“The pandemic’s aftermath has led to substantial lifestyle changes, affecting body weight, food choices and physical activity [26,27].”
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“A lack of information can be a barrier to decision-making (Kushwah et al., 2019).”
Can the Part Replace the Whole? A Choice Experiment on Organic and Pesticide-Free Labels
Zheng, Q.-Q., Wen, X.-T., Xiu, X.-T., Yang, X.-K., & Chen, Q. (2022) · Foods · doi:10.3390/foods11172564 · Cited by 15
Mohamed, H. H., Li, Y., Ghani, U., Kiani, A., & Atamba, C. (2021) · SAGE Open · doi:10.1177/21582440211003872 · Cited by 19
“Previous research in developing economies has paid attention to identifying the antecedents of online purchase attention, such as decision-making styles (Ashfaq et al., 2019; Prakash, 2018) and purchase barriers (Kushwah et al., 2019; Shen et al., 2020).”
BackgroundCross-cultural variations in motives and barriers for organic food consumption: a narrative review
Zidan, S. J., Hilary, S., & Platat, C. (2025) · Frontiers in Sustainable Food Systems · doi:10.3389/fsufs.2025.1493325 · Cited by 19
Pfiffelmann, J., Untilov, O., Thøgersen, J., & Franck, R. (2024) · Psychology & Marketing · doi:10.1002/mar.22156 · Cited by 14
Consumer preferences and willingness to pay for apples from agrivoltaics
Jürkenbeck, K., & Schulze, M. (2024) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2024.142854 · Cited by 14
Organic food consumption: A bibliometric–content analysis
Pant, S. C., Saxena, R., Pant, D. K., & Singh, R. (2024) · Journal of Consumer Behaviour · doi:10.1002/cb.2367 · Cited by 17
Tuu, H. H., & Khôi, N. H. (2024) · Journal of Economics and Development · doi:10.1108/jed-01-2024-0003 · Cited by 21
Are organics more nutritious than conventional foods? A comprehensive systematic review
Faoro, D. T. D. O., Artuzo, F. D., Borges, J. A. R., Foguesatto, C. R., Dewes, H., & Talamini, E. (2024) · Heliyon · doi:10.1016/j.heliyon.2024.e28288 · Cited by 16
“The reviews close to this proposal refer to specific foods and nutritional parameters [36,40,41,55].”
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Jürkenbeck, K. (2023) · Food and Humanity · doi:10.1016/j.foohum.2023.07.031 · Cited by 14
Digital Technologies: Description, Classification, and Links to Circular Economy
Piedra‐Muñoz, L., García‐Granero, E. M., Tarpani, R. R. Z., & Gallego‐Schmid, A. (2025) · Business Strategy and the Environment · doi:10.1002/bse.4312 · Cited by 17
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“This coincides with the high prices and limited availability of sustainable food commonly experienced by Chinese consumers 25 .”
InfluentialAnalyzing barriers for organic food consumption in India: a DEMATEL-based approach
Thanki, S. J., Guru, S., & Shah, B. (2024) · British Food Journal · doi:10.1108/bfj-06-2024-0598 · Cited by 13
Chakraborty, D., Choubey, V., Joshi, P., Dash, G., Camilleri, M., & Zhang, J. (2024) · British Food Journal · doi:10.1108/bfj-05-2024-0443 · Cited by 13
Kansal, P., & Bhalla, S. (2023) · The Journal of Marketing Theory and Practice · doi:10.1080/10696679.2023.2245548 · Cited by 13
“Existing literature suggests that an SLR must have clear objectives which it aims to achieve, and it must be further guided by specific research questions (Dhir et al., 2020; Kushwah et al., 2019).”
Hoàng, V., Saviolidis, N. M., Ólafsdóttir, G., Bogason, S. G., Hubbard, C., Samoggia, A., Nguyen, V., & Nguyen, D. N. (2023) · Sustainable Production and Consumption · doi:10.1016/j.spc.2023.09.016 · Cited by 18
Wojciechowska-Solis, J., & Śmiglak-Krajewska, M. (2022) · British Food Journal · doi:10.1108/bfj-04-2022-0384 · Cited by 13
al Waseti, L., & Irfanoğlu, M. (2022) · The Turkish Online Journal of Design Art and Communication · doi:10.7456/11201100/008 · Cited by 13
“Quality matters to consumers because it refers to many characteristics in the organic product that protects consumer’s health such as that it is free of chemicals and pesticides, it is completely natural, and better than the conventional food in terms of health (Kushwah et al., 2019).”
BackgroundAlshammari, E. (2020) · European Journal of Business and Management Research · doi:10.24018/ejbmr.2020.5.6.633 · Cited by 13
Bu, X., Nguyễn, H. V., Nguyen, Q., Chen, C.-P., & Chou, T. P. (2020) · Sustainability · doi:10.3390/su12187549 · Cited by 11
“Eating behavior and healthy eating are strongly associated with the consumption of different types of foods [2,8].”
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Intrinsic motivation and its influence in eco shopping basket
Buil, T., & Mata, P. (2024) · Journal of Consumer Behaviour · doi:10.1002/cb.2373 · Cited by 12
Citta, S. P., Uehara, T., Cordier, M., Tsuge, T., & Asari, M. (2024) · Frontiers in Sustainability · doi:10.3389/frsus.2024.1391491 · Cited by 13
Nicolae, C.-A. (2024) · Management & Marketing · doi:10.2478/mmcks-2024-0016 · Cited by 12
“…impact on buying organic products: attitude - how people feel (van Doorn & Verhoef, 2011), green product knowledge - what they know (Barr et al., 2013), social influence - the impact of others (Liobikiene et al., 2016) and health consciousness - personal health protection (Kushwah et al., 2019).”
InfluentialSica, P., & Franco, D. H. (2024) · Journal of Consumer Protection and Food Safety · doi:10.1007/s00003-023-01469-2 · Cited by 12
Govaerts, F., & Olsen, S. O. (2023) · British Food Journal · doi:10.1108/bfj-07-2023-0576 · Cited by 12
Personal and community values behind sustainable food consumption: a meta-ethnography
Lamarque, M. S., Martín, P. T., & Gutiérrez, L. M. (2023) · Frontiers in Sustainable Food Systems · doi:10.3389/fsufs.2023.1292887 · Cited by 15
Jaeger, S. R., Chheang, S. L., & Ares, G. (2023) · Food Quality and Preference · doi:10.1016/j.foodqual.2023.105019 · Cited by 14
Ray, A., Das, B., & She, L. (2023) · Journal of Hospitality and Tourism Insights · doi:10.1108/jhti-04-2023-0238 · Cited by 12
The Altruistic Behaviour of Consumers Who Prefer a Local Origin of Organic Food
Czudec, A. (2022) · Agriculture · doi:10.3390/agriculture12040567 · Cited by 12
“…education, place of residence) [27]; market-related factors (prices of organic foods, consumer income) [28]; socials norms (fashion, tradition, following the behaviour of others) [29]; environmental motives (natural environment protection, animal welfare, place of origin of organic food) [30,31].”
Lauterbach, J., & Bantle, C. (2022) · Sustainability · doi:10.3390/su14074068 · Cited by 12
Open Innovation and Business Model of Health Food Industry in Asia
Uttama, N. (2021) · Journal of Open Innovation: Technology, Market and Complexity · doi:10.3390/joitmc7030174 · Cited by 12
“[29] reviewed the literature and highlighted that health consciousness influenced organic food consumption.”
BackgroundResultRashidin, M., Taheri, B., del Chiappa, G., & Javed, S. (2026) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-06-2025-0940 · Cited by 11
Open Innovation Between University-Industry: A Review of Research Trends and Practices
Gustina, A., Nurmasari, N. D., & Liu, J. S. (2024) · Journal of Open Innovation: Technology, Market and Complexity · doi:10.1016/j.joitmc.2024.100419 · Cited by 11
Hu, H., Wang, C., & Chen, M. (2024) · Sustainability · doi:10.3390/su16219253 · Cited by 11
Metadata
- Authors
- Kushwah, S., Dhir, A., Sagar, M., & Gupta, B.
- Affiliations
- Indian Institute of Technology Delhi (IN)
- University of Helsinki (FI)
- Institut Mines-Télécom Business School (FR)
- Corresponding author
- Kushwah, Shiksha
- Venue
- Appetite
- Publisher
- Elsevier BV
- Published
- 2019-12
- Volume
- 143
- Pages
- 104402
- ISSN
- 0195-6663 (ISSN-L)
- OpenAlex
- W2968010768
- Cited by
- 443
- References
- 0
- Citations by year
- 2026: 31 · 2025: 70 · 2024: 91 · 2023: 74 · 2022: 73 · 2021: 66 · 2020: 37 · 2019: 1
- FWCI
- 3.95
- Type
- journal article
- Language
- en
- Open access
- green
- hdl.handle.net
- Locations
- Appetite (publishedVersion)
- PubMed (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- HAL (submittedVersion)
- Työväentutkimus Vuosikirja (submittedVersion)
- Topics
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Social Sciences › Sociology and Political Science › Consumer behavior in food and health
- Keywords
- organic food consumption, consumer motivation, barriers to consumption, purchase decision, theory of consumption values, innovation resistance theory, consumer involvement, sustainable food consumption
- MeSH terms
- Diet, Healthy, Adult, Choice Behavior, Consumer Behavior, Female, Food Preferences, Humans, Male, Motivation, Taste, Food, Organic
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