The willingness to consume organic food: A review

“A major theory that informs studies on consumer behaviour is the theory of planned behaviour (Ajzen, 1991).”

“The combination of these beliefs leads to the formation of a behavioural intention (Ajzen, 2002).”

“Perceived behavioural control is a concern with an individual’s perceptions to the extent they are able to perform given behaviour (Ajzen, 2001).”

“The theory of needs, as proposed by McClelland (1987), suggests that individuals tend to perform a behaviour that is believed desirable by loved ones or referent group, due to their need for affiliation and group identification.”

“…to specify their choice for foods that are produced organically versus conventional ones, such respondents habitually compare their attitudes towards the techniques used in producing the goods, and or the produce attributes under concern, before affirming their choices (Fishbein & Ajzen, 1975).”

“…organically produced foods are associated with lower or free from chemical materials are also occasionally queried (Hamzaoui-Essoussi & Zahaf, 2012; Hughner et al., 2007; Yiridoe et al., 2005), as a result of the potential for pollution during processing, and the probability of putting together…”

“Several studies (Arvola et al., 2008; Hustvedt & Dickson, 2009; Jang et al., 2012; Kalafatis et al., 1999; Sparks & Shepherd, 1992; Thøgersen & Ölander, 2006) have applied this theory or its components to study consumer purchasing behaviour in regard to organic foods.”

“Vago and David (2012) argued that the valuation decisions are usually determined as a substance of awareness and are categorized into three main groups, namely; cognitive awareness, emotional awareness, and awareness regarding past conduct.”

“Literature suggests that the majority of consumers have a positive attitude towards organic food, but few purchase it on a regular basis due to the price premium attached to it (Aertsens et al., 2009; Magnusson, 2004; Nguyen et al., 2019; Raza et al., 2019).”

“Several studies (Arvola et al., 2008; Hustvedt & Dickson, 2009; Jang et al., 2012; Kalafatis et al., 1999; Sparks & Shepherd, 1992; Thøgersen & Ölander, 2006) have applied this theory or its components to study consumer purchasing behaviour in regard to organic foods.”

“The term subjective norm refers to the perceived social pressure to undertake or not to undertake behaviour (Ajzen & Driver, 1991; O’Neal, 2007).”

“Organic food is mostly viewed as more nutritious and safer than conventionally produced ones; health-conscious individuals are more probable to develop a positive attitude towards the health enhancing features of organic food (Michaelidou & Hassan, 2008).”

“Several studies (Arvola et al., 2008; Hustvedt & Dickson, 2009; Jang et al., 2012; Kalafatis et al., 1999; Sparks & Shepherd, 1992; Thøgersen & Ölander, 2006) have applied this theory or its components to study consumer purchasing behaviour in regard to organic foods.”

“This attention is in response to several factors such as concern about the environment, food safety, animal welfare, as well as human health (Barański et al., 2017; Harper &Makatouni, 2002; Magnusson et al., 2003; Rizzo et al., 2020).”

“The combination of these factors may influence the consumers’ judgement of risks and benefits when buying the organic foods (Chen, 2007).”

“Apart from food safety, health, and environment concerns, several other product characteristics, such as taste, appearance, nutritive value, freshness, colour and other sensory characteristics, influence consumer preference (Bourn & Prescott, 2002; Petrescu et al., 2020; Udomkun et al., 2018).”

“This, therefore, entails consumer understanding and awareness about competing produces, and eagerness to pay a price premium for the products (Orzan et al., 2018; Yiridoe et al., 2005).”

“Noar and Zimmerman (2005) argued that perceived behavioural control is presumed to not only affect actual behaviour directly but also affect it indirectly through behavioural intention.”

“Other studies (Maffei et al., 2016; Merlini et al., 2018; Worthington, 2001), which examined a perception that organic foods tend to have lower chemical and micro-organism pollution than foods that are produced conventionally, also report differences in deductions.”

“…appearance), absence of chemicals, environmental friendliness, and taste were the most important factors that affect organic food demand Grunert and Juhl (1995) Positive attitudes towards environmental issues were found to be positively correlated with buying organic, and frequency of organic food…”

“Trust of organic food claims is a strong element that determines the intension to consume due to the credence nature of organic food (Ham et al., 2015; Nuttavuthisit & Thøgersen, 2017; Teng & Wang, 2015).”

“Krystallis and Chryssohoidis (2005) are of the view that consumption of organic food has not caught on with the general public due to relatively “higher prices,” “lack of availability,” “lack of awareness of the organic concept,” and uncertainty over the truthfulness of organic food Figure 1.”

“Honkanen et al. (2006) investigated the ethical motives in consumers’ choice of organic food and discovered that environmental and animal right issues had a strong impact over attitudes toward organic food.”

“Several studies (for instance, Marian et al., 2014; Melovic et al., 2020; Paul & Rana, 2012; Pawlewicz, 2020; Shafie & Rennie, 2012; Stolz et al., 2011) have observed that price premium is one of the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007;…”

“A number of studies (Bordeleau et al., 2002; Dangour et al., 2009; Palupi et al., 2012; Smith-Spangler et al., 2012) have used these attributes in comparing organic foods with conventionally produced alternatives.”

“…Positive attitudes towards environmental issues were found to be positively correlated with buying organic, and frequency of organic food purchases Wandel and Bugge (1997) Majority of respondents ranked freshness first, followed by taste, and then nutritive value Davies et al. (1995) The most…”

“Studies, such as (Seufert & Ramankutty, 2017; Yiridoe et al., 2005; Zahaf, 2015), have assessed whether there are discrepancies between conventional and organically grown foods from the view of both the “producer” (supply side) and the “consumer” (demand side).”

“Notwithstanding, consumers regard organic food produces to be healthier than conventional food produces because of the minimal levels of pesticide residues (Meemken & Qaim, 2018; Saba & Messina, 2003; Watson, 2012; Wier et al., 2008).”

“Roitner-Schobesberger et al. (2008) further argued that consumers purchase organic food due to their concern with residues from synthetic chemicals used in agriculture.”

“Saba and Messina (2003), in a study of 947 subjects, assessed attitudes and beliefs”

“storage conditions andmaturity at harvest (Dangour et al., 2009;Wunderlich et al., 2008).”

“enthusiasts, environmentalists, hedonists, and healthy eaters (Davies et al., 1995).”

“The concerns for health and the environment appear to be very strong reasons for consumers when purchasing organic food (Baudry et al., 2017; Srinieng & Thapa, 2018; Tsakiridou et al., 2008).”

“Several studies (for example, Domagała- Świątkiewicz & Gąstoł, 2012; Gastoł&Domagała-Świątkiewicz, 2012; Lairon, 2011; Lombardi-Boccia et al., 2004; Palupi et al., 2012; Srivastava & Hu, 2019; Worthington, 2001) revealed that organically grown foods have a smaller amount of nitrate content and…”

“As a result, Hill and Lynchehaun (2002) proposed a hypothesis in explaining why some studies (Hutchins & Greenhalgh, 1997; Wolf, 2002) revealed inconsistencies and or uncertainty with consumer’s comprehension of the organic notion.”

“Trust of organic food claims is a strong element that determines the intension to consume due to the credence nature of organic food (Ham et al., 2015; Nuttavuthisit & Thøgersen, 2017; Teng & Wang, 2015).”

“The rising interest in foods that are grown organically is gaining attention in both developed and developing countries (Chander et al., 2011; Mie et al., 2017; Nguyen et al., 2019; Wang et al., 2019).”

“Notwithstanding, consumers regard organic food produces to be healthier than conventional food produces because of the minimal levels of pesticide residues (Meemken & Qaim, 2018; Saba & Messina, 2003; Watson, 2012; Wier et al., 2008).”

“The willingness to pay function establishes the price that a person is willing to pay for a given level of quality at a given price, income and preferences (Lusk & Hudson, 2004).”

“…as the number one quality attribute considered by organic produce buyers (Blair, 2011; Bonti-Ankomah & Yiridoe, 2006; Naspetti & Zanoli, 2009; Röhr et al., 2005), followed by concern for the environment (Blair, 2011; Gregory, 2000), suggesting that such consumers might rank private or…”

“However, consumer perceptions about organic versus conventionally produced foods, therefore, attempt to determine what consumers think is true (Shafie & Rennie, 2012; Srinieng & Thapa, 2018).”

“It involves a relatively enduring evaluation of an object against alternatives, and is centred upon a person’s thoughts (cognition), belief (values), and emotions (affection) towards the object (Dossey & Keegan, 2008).”

“…2012; Stolz et al., 2011) have observed that price premium is one of the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007; Dipeolu et al., 2009; Govindasamy et al., 2006; Obayelu et al., 2014; Owusu & Owusu Anifori, 2013; Saphores et al., 2007)…”

“The interest in organic food production has driven many studies (Gomiero, 2018; Hurtado-Barroso et al., 2019; Niggli et al., 2008; Röös et al., 2018; Shafie & Rennie, 2012) comparing aspects of organic and conventionally grown foods.”

“Perceived behavioural control has a motivational implication on behaviour through intentions (Kidwell & Jewell, 2010; Martinez & Lewis, 2016; Rosenthal, 2018; Sommer, 2011).”

“…health and environment considerations Werner and Alvensleben (1984) Young people in Hanover, Germany tend to buy organic food (i.e. bakery products and cereals) more frequently, and less so for fruits and vegetables O’Donovan and McCarthy (2002) Food safety was most important for meat consumers.”

“Several studies (Arvola et al., 2008; Hustvedt & Dickson, 2009; Jang et al., 2012; Kalafatis et al., 1999; Sparks & Shepherd, 1992; Thøgersen & Ölander, 2006) have applied this theory or its components to study consumer purchasing behaviour in regard to organic foods.”

“The rising interest in foods that are grown organically is gaining attention in both developed and developing countries (Chander et al., 2011; Mie et al., 2017; Nguyen et al., 2019; Wang et al., 2019).”

“Freshness and nutritive value were the most important factors considered in organic-buying behaviour Huang (1996) Organic consumers were more concerned about pesticide residues and nutritive value, and less so with environmental stewardship The Packer (2002) Appearance was the primary product…”

“choice of food consumers purchase and consume is based on the assertion that organically produced food is healthier than conventionally produced ones (Bhavsar et al., 2018; Gomiero, 2018; Mie et al., 2017; Rizzo et al., 2020; Tomas-Barberan & Gil, 2008).”

“Several studies (for instance, Marian et al., 2014; Melovic et al., 2020; Paul & Rana, 2012; Pawlewicz, 2020; Shafie & Rennie, 2012; Stolz et al., 2011) have observed that price premium is one of the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007;…”

“…produces are credence goods, consumers “unlike producers who are cognisant that their produces are organic” may not know whether a product is grown using organic or inorganic techniques, not even after repeated buying and consumption, except they are told so (Giannakas, 2002; Wang et al., 2017).”

“A number of studies (for instance, Aryal et al., 2009; Gil & Soler, 2006; Thøgersen & Ölander, 2006) have associated organic food consumption with behavioural attitudes such as health consciousness, environmental consciousness, trust of organic food claims and desirability of organic food…”

“compared to conventionally grown ones (Denver & Christensen, 2015; Hughner et al., 2007; James, 2006; Nguyen et al., 2019; Onyango et al., 2007; Quah & Tan, 2009; Yiridoe et al., 2005).”

“Several studies (Arvola et al., 2008; Hustvedt & Dickson, 2009; Jang et al., 2012; Kalafatis et al., 1999; Sparks & Shepherd, 1992; Thøgersen & Ölander, 2006) have applied this theory or its components to study consumer purchasing behaviour in regard to organic foods.”

“Studies of (Corfe, 2018; Maynard-Moody, 2000; Øystein et al., 2001; O’Donovan & McCarthy, 2002; Rödiger & Hamm, 2015; Terlau & Hirsch, 2015; The Packer, 2001; Wang et al., 2019), for example, reported that price premium, lack of knowledge and product availability were the major reasons preventing…”

“…quality characteristics Ekelund (1990) The primary motivation for buying organic was for health reasons (i.e. absence of contaminants and chemicals) Hutchins and Greenhalgh (1997) 93% of respondents reported buying organic produce because of health reasons and/or because it is better for children.”

“Studies of (Corfe, 2018; Maynard-Moody, 2000; Øystein et al., 2001; O’Donovan & McCarthy, 2002; Rödiger & Hamm, 2015; Terlau & Hirsch, 2015; The Packer, 2001; Wang et al., 2019), for example, reported that price premium, lack of knowledge and product availability were the major reasons preventing…”

“Source: Caswell (2002). FOOD AND AGRICULTURAL IMMUNOLOGY 79”

“These nonmonetary features that influence shopper preferences between organic and conventionally grown produces are food safety, nutritive, and sensory attributes (Aigner et al., 2019; Bourn & Prescott, 2002; Zepeda & Li, 2007).”

“Some studies (for instance, Chang & Fang, 2007; Custer, 2018; Poimenidou et al., 2016; Sirsat & Neal, 2013) have also shown that soaking of fresh produce, such as apples and lettuce in vinegar, is one of the effective ways of reducing E. coli contamination from food.”

“…1991; Sparling et al., 1992; Watson, 2012) reported that consumers observe no variation in the taste of organic food as against conventionally produced ones, while studies such as (Denver & Christensen, 2015; Stoleru et al., 2019; Zhao et al., 2007) reported a better taste for organic products.”

“Some studies (for instance, Ingham et al., 2004; Johannessen et al., 2005; Machado et al., 2006; Sheng et al., 2019) allude that there is a probability of organically grown food carrying a higher risk of micro-organism contamination than conventional produces due to the increased use of manure in…”

“The studies of Thompson and Thompson (1996); Notani (1997); Oh and Hsu (2001) have related affordability as a subset of behavioural control, in influencing behavioural intention.”

“The interest in organic food production has driven many studies (Gomiero, 2018; Hurtado-Barroso et al., 2019; Niggli et al., 2008; Röös et al., 2018; Shafie & Rennie, 2012) comparing aspects of organic and conventionally grown foods.”

“This attention is in response to several factors such as concern about the environment, food safety, animal welfare, as well as human health (Barański et al., 2017; Harper &Makatouni, 2002; Magnusson et al., 2003; Rizzo et al., 2020).”

“This, therefore, entails consumer understanding and awareness about competing produces, and eagerness to pay a price premium for the products (Orzan et al., 2018; Yiridoe et al., 2005).”

“Jolly et al. (1989) Food safety and nutritive value were rated as very important factors among 80% of respondents Goldman and Clancy (1991) Consumers, who usually buy organic food, tended to be more concerned about food safety than price Wolf (2002) Attributes that were ‘very desirable’ or…”

“Research has found that organic food is perceived by consumers to be less harmful to the environs and healthier than conventionally grown food (Aschemann-Witzel et al., 2013; Lim et al., 2020; Tran, 2017).”

“The concerns for health and the environment appear to be very strong reasons for consumers when purchasing organic food (Baudry et al., 2017; Srinieng & Thapa, 2018; Tsakiridou et al., 2008).”

“Several studies (for instance, Marian et al., 2014; Melovic et al., 2020; Paul & Rana, 2012; Pawlewicz, 2020; Shafie & Rennie, 2012; Stolz et al., 2011) have observed that price premium is one of the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007;…”

“The studies of Thompson and Thompson (1996); Notani (1997); Oh and Hsu (2001) have related affordability as a subset of behavioural control, in influencing behavioural intention.”

“Additionally, Clark (2002), Crinnion (2010), Johansson et al. (2014), Mie et al. (2017) revealed that organically grown products contain a higher vitamin C content, while the findings of Esch et al. (2010) reported a higher level of vitamin C content also in non-organically grown produces.”

“Some studies (for instance, Ingham et al., 2004; Johannessen et al., 2005; Machado et al., 2006; Sheng et al., 2019) allude that there is a probability of organically grown food carrying a higher risk of micro-organism contamination than conventional produces due to the increased use of manure in…”

“Tormala and Rucker (2018) describe an attitude as a psychological construct which denotes an individual’s willingness to act or respond in a certain way.”

“For example, Ahmad and Juhdi (2008) noted that consumers will have a positive attitude regarding organic foods if only they believe that it is far better and healthier than the conventional ones.”

“…believed the meat to be superior in terms of quality, safety, labelling, production methods and value Kyriakopoulos and OudeOphuis (1997) Food quality is more important than price Sandalidou et al. (2002) Health concerns were themost important factor influencing the purchase of organic olive oil.”

“Therefore, these health trepidations are addressed by organic farming and the employment of safer food processing techniques (Furnham, 2007; Petrie et al., 2001).”

“A number of studies (for instance, Aryal et al., 2009; Gil & Soler, 2006; Thøgersen & Ölander, 2006) have associated organic food consumption with behavioural attitudes such as health consciousness, environmental consciousness, trust of organic food claims and desirability of organic food…”

“Other studies (Maffei et al., 2016; Merlini et al., 2018; Worthington, 2001), which examined a perception that organic foods tend to have lower chemical and micro-organism pollution than foods that are produced conventionally, also report differences in deductions.”

“Several studies (for instance, Marian et al., 2014; Melovic et al., 2020; Paul & Rana, 2012; Pawlewicz, 2020; Shafie & Rennie, 2012; Stolz et al., 2011) have observed that price premium is one of the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007;…”

“For instance, (Ahmed & Stepp, 2016; Bourn&Prescott, 2002; Lester& Saftner, 2011) highlighted that soil type, duration of the experiment, crop variety, post-harvest practices, climate, and statistical design can all have an effect in the nutritional and sensory features of a particular product.”

“appearance (Petrescu et al., 2020). The finding of Goldman and Clancy (1991) indicates that there is an association between consumer eagerness to accept blemishes and organic food purchase behaviour.”

“This attention is in response to several factors such as concern about the environment, food safety, animal welfare, as well as human health (Barański et al., 2017; Harper &Makatouni, 2002; Magnusson et al., 2003; Rizzo et al., 2020).”

“…propose that climate and soil type may influence nutritional and sensory features of foods, under a cross-examination of certain crops within related regions and/or circumstances they signify differences in some of the results (Benbrook et al., 2008; Hornick, 2010; Tuomisto et al., 2017).”

“…the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007; Dipeolu et al., 2009; Govindasamy et al., 2006; Obayelu et al., 2014; Owusu & Owusu Anifori, 2013; Saphores et al., 2007) argued that consumers are willing to pay more for organic food to some extent.”

“Several studies (Arvola et al., 2008; Hustvedt & Dickson, 2009; Jang et al., 2012; Kalafatis et al., 1999; Sparks & Shepherd, 1992; Thøgersen & Ölander, 2006) have applied this theory or its components to study consumer purchasing behaviour in regard to organic foods.”

“The studies of Thompson and Thompson (1996); Notani (1997); Oh and Hsu (2001) have related affordability as a subset of behavioural control, in influencing behavioural intention.”

“65% of respondents were concerned about chemical residues on fresh produce Buzby and Skees (1994) The most important factors consumers used in judging food health and safety were fat levels, contamination and absence of pesticide residue.”

“concerns, several other product characteristics, such as taste, appearance, nutritive value, freshness, colour and other sensory characteristics, influence consumer preference (Bourn & Prescott, 2002; Petrescu et al., 2020; Udomkun et al., 2018).”

“The differences in findings attributed/associated with factors like storage conditions andmaturity at harvest (Dangour et al., 2009;Wunderlich et al., 2008).”

“Taking into account the Earth Day of 1990, regarding the environment, stressed that it is the duty of every individual “for personal health” and collective effort “on eco-friendly quality and animal well-being” (Jolly, 1990; MacEachern, 1990).”

“Similarly, the contrasting findings may also be associated with differences in research approaches and research conditions (Lester & Saftner, 2011).”

“The studies of Thompson and Thompson (1996); Notani (1997); Oh and Hsu (2001) have related affordability as a subset of behavioural control, in influencing behavioural intention.”

“(1997) and Bartosz (2013) evaluated a number of studies by means of physico-chemical”

“…that price premium is one of the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007; Dipeolu et al., 2009; Govindasamy et al., 2006; Obayelu et al., 2014; Owusu & Owusu Anifori, 2013; Saphores et al., 2007) argued that consumers are willing to pay more for…”

“Some studies (for instance, Chang & Fang, 2007; Custer, 2018; Poimenidou et al., 2016; Sirsat & Neal, 2013) have also shown that soaking of fresh produce, such as apples and lettuce in vinegar, is one of the effective ways of reducing E. coli contamination from food.”

“In a study by First and Brozina (2009), on the effect of cultural difference on organic food consumption amongst consumers in the Western European countries, found that while the effect of cultural facets varied among the consumers, all exclusively considered health as the main reason for…”

“Perceived behavioural control has a motivational implication on behaviour through intentions (Kidwell & Jewell, 2010; Martinez & Lewis, 2016; Rosenthal, 2018; Sommer, 2011).”

“Studies that investigated the level of consumer awareness and knowledge about organic foods include Yiridoe et al. (2005); Bonti-Ankomah and Yiridoe (2006); Mhlophe (2016); Muhammad et al. (2016); Nandi et al. (2016); Rock et al. (2017).”

“Some studies (for instance, Ingham et al., 2004; Johannessen et al., 2005; Machado et al., 2006; Sheng et al., 2019) allude that there is a probability of organically grown food carrying a higher risk of micro-organism contamination than conventional produces due to the increased use of manure in…”

“The choice of food consumers purchase and consume is based on the assertion that organically produced food is healthier than conventionally produced ones (Bhavsar et al., 2018; Gomiero, 2018; Mie et al., 2017; Rizzo et al., 2020; Tomas-Barberan & Gil, 2008).”

“Product taste that is (flavour), storage life as well as freshness are other attributes that contribute to purchasing decisions of organic shoppers (Bonti-Ankomah & Yiridoe, 2006; Grzybowska-Brzezinska et al., 2017; Nagy-Pércsi & Fogarassy, 2019).”

“Morshedi et al. (2017) indicate that organic farming offers developing nations a broad array of social, cultural environmental and economic benefits.”

“Perceived behavioural control has a motivational implication on behaviour through intentions (Kidwell & Jewell, 2010; Martinez & Lewis, 2016; Rosenthal, 2018; Sommer, 2011).”

“For instance, the studies of (Jolly & Norris, 1991; Sparling et al., 1992; Watson, 2012) reported that consumers observe no variation in the taste of organic food as against conventionally produced ones, while studies such as (Denver & Christensen, 2015; Stoleru et al., 2019; Zhao et al., 2007)…”

“revealed that organically grown products contain a higher vitamin C content, while the findings of Esch et al. (2010) reported a higher level of vitamin C content also in non-organically grown produces.”

“Krystallis and Chryssohoidis (2005) are of the view that consumption of organic food has not caught on with the general public due to relatively “higher prices,” “lack of availability,” “lack of awareness of the organic concept,” and uncertainty over the truthfulness of organic food Figure 1.”

“…they buy organic because of health concerns, compared to 95% for environmental concerns Source: Yiridoe et al. (2005). recognition by consumers (Muhammad et al., 2016), with the organic product’s attributes, such as nutritive contents, whether the product is certified organic or not, locally…”

“compared to conventionally grown ones (Denver & Christensen, 2015; Hughner et al., 2007; James, 2006; Nguyen et al., 2019; Onyango et al., 2007; Quah & Tan, 2009; Yiridoe et al., 2005).”

“…buyers (Blair, 2011; Bonti-Ankomah & Yiridoe, 2006; Naspetti & Zanoli, 2009; Röhr et al., 2005), followed by concern for the environment (Blair, 2011; Gregory, 2000), suggesting that such consumers might rank private or personal benefits higher than the social benefits of organic agriculture.”

“Product taste that is (flavour), storage life as well as freshness are other attributes that contribute to purchasing decisions of organic shoppers (Bonti-Ankomah & Yiridoe, 2006; Grzybowska-Brzezinska et al., 2017; Nagy-Pércsi & Fogarassy, 2019).”

“%) as factors that influenced organic choices Hay (1989) Consumers of organic food appreciate the quality of the organic food and perceived them to be better in taste, quality, health and nutritive value Baker and Crosbie (1993) Extent of product damage was the most important criterion used in…”

“Specific trademarks are likely to be considered by the consumers to have high-quality organic products and as such this consideration may affect a consumers’ decision-making about purchasing a specific variety of food products (Al-Taie et al., 2015).”

“However, willingness to pay is the amount of money that an individual is willing to sacrifice to acquire a product or service (Gumber & Rana, 2017).”

“However, consumer perceptions about organic versus conventionally produced foods, therefore, attempt to determine what consumers think is true (Shafie & Rennie, 2012; Srinieng & Thapa, 2018).”

“Taking into account the principles stated by these three models, Gracia Royo and deMagistris (2007) (Figure 2), developed amodel of consumer behaviour”

“…organic tags; however, some of the respondents still find it difficult to identify the “symbol or logo” of the organic standards governing body in the county. de Magistris and Gracia (2012) argued that consumers recognize organic foods based on the organic logos or labels attached to the product.”

“of organic food as against conventionally produced ones, while studies such as (Denver & Christensen, 2015; Stoleru et al., 2019; Zhao et al., 2007) reported a better taste for organic products.”

“Additionally, Clark (2002), Crinnion (2010), Johansson et al. (2014), Mie et al. (2017) revealed that organically grown products contain a higher vitamin C content, while the findings of Esch et al. (2010) reported a higher level of vitamin C content also in non-organically grown produces.”

“…of the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007; Dipeolu et al., 2009; Govindasamy et al., 2006; Obayelu et al., 2014; Owusu & Owusu Anifori, 2013; Saphores et al., 2007) argued that consumers are willing to pay more for organic food to some…”

“…compared to 48% from France Hack (1993) The primary reasons for buying organic products were linked to human health and environment considerations Werner and Alvensleben (1984) Young people in Hanover, Germany tend to buy organic food (i.e. bakery products and cereals) more frequently, and less…”

“A number of studies (for instance, Aguirre&Tumlty, 2001; Almli et al., 2019;Hempel& Hamm, 2016; The Packer, 2001;Wolf, 2002; Yue&Tong, 2009) have investigated the effect of organic quality attributes and other characteristics on consumer preferences.”

“monetary features that influence shopper preferences between organic and conventionally grown produces are food safety, nutritive, and sensory attributes (Aigner et al., 2019; Bourn & Prescott, 2002; Zepeda & Li, 2007).”

“…produces are credence goods, consumers “unlike producers who are cognisant that their produces are organic” may not know whether a product is grown using organic or inorganic techniques, not even after repeated buying and consumption, except they are told so (Giannakas, 2002; Wang et al., 2017).”

“Studies that investigated the level of consumer awareness and knowledge about organic foods include Yiridoe et al. (2005); Bonti-Ankomah and Yiridoe (2006); Mhlophe (2016); Muhammad et al. (2016); Nandi et al. (2016); Rock et al. (2017).”

“In the same vein, consumers view it as a safer alternative since they believe consuming it lessens their chances of being exposed to illness related to pesticide residues (Bhavsar et al., 2018).”

“Therefore, attitude is based upon an individual’s valuation of any emotional object (Carvalho, 2017). Vago and David (2012) argued that the valuation decisions are usually determined as a”

“While some studies reported health and food safety as the number one quality attribute considered by organic produce buyers (Blair, 2011; Bonti-Ankomah & Yiridoe, 2006; Naspetti & Zanoli, 2009; Röhr et al., 2005), followed by concern for the environment (Blair, 2011; Gregory, 2000), suggesting that…”

“…relating to the fact that organically produced foods are associated with lower or free from chemical materials are also occasionally queried (Hamzaoui-Essoussi & Zahaf, 2012; Hughner et al., 2007; Yiridoe et al., 2005), as a result of the potential for pollution during processing, and the…”

“compared to conventionally grown ones (Denver & Christensen, 2015; Hughner et al., 2007; James, 2006; Nguyen et al., 2019; Onyango et al., 2007; Quah & Tan, 2009; Yiridoe et al., 2005).”

“Studies that investigated the level of consumer awareness and knowledge about organic foods include Yiridoe et al. (2005); Bonti-Ankomah and Yiridoe (2006); Mhlophe (2016); Muhammad et al. (2016); Nandi et al. (2016); Rock et al. (2017).”

“that organic food is perceived by consumers to be less harmful to the environs and healthier than conventionally grown food (Aschemann-Witzel et al., 2013; Lim et al., 2020; Tran, 2017).”

“Studies, such as (Seufert & Ramankutty, 2017; Yiridoe et al., 2005; Zahaf, 2015), have assessed whether there are discrepancies between conventional and organically grown foods from the view of both the “producer” (supply side) and the “consumer” (demand side).”

“Attitude is a psychological construct, a mental and emotional entity that inheres in, or characterizes a person (Symeonaki et al., 2018).”

“Consumers ’ dietary choices have shown a paradigm shift in the past two decades and several studies have been conducted in developed and developing countries to study the rising interest in the organic food category (Eyinade et al., 2021).”

“Theory of reasoned action assists scholars in examining whether external factors directly effect on individual’s behavioral intention or not [74].”

“In the last decade, organic food gained in popularity and the global market for certified organic products underwent a remarkable increase in sales (+72% 2009–2014) [10].”

“Further, from the economic and societal perspective, conventional crops are less likely to meet the increasing market demand for sustainable products [12], thereby frustrating international and national directives on sustainable production strategies, such as the Farm to Fork Strategy [13].”

“Several research suggest that PBC is a major factor in predicting the desire to purchase green items (Auza & Mouloudj, 2021; Eyinade et al., 2021; Leong & Mariadass, 2019; Moser, 2015; Sheoran & Kumar, 2022; Wang et al., 2019; Zahan et al., 2020).”

“Previous studies indicated that organic labeling influenced consumers’ organic food purchase intention and behavior because of trust (Eyinade et al., 2021; Khare et al., 2013; Lee et al., 2018; Liang, 2016; Teng & Wang, 2015).”

“Previous research emphasizes that consumer attitudes towards organic foods, particularly related to health and environmental considerations, significantly influence consumer decision-making processes regarding organic food selections [37,38].”

“The produce comes from organic farming systems and has to meet specific requirements (Eyinade et al., 2021).”

“Organic food has become increasingly popular in the last decade, which has promoted the global market growth while improving food quality [1].”

“Therefore, it is crucial to understand consumer willingness and decisional factors driving organic food purchase intention [8].”

“Many customers choose products originating from organic agriculture [106].”

“However, natural appearance remains an attribute for some, as it signifies authenticity and reduced artificial handling, as suggested by Eyinade et al. [86].”

“14%) rely wh lly or partly on Ajzen’s theory of planned behaviour [80] to explain the relationship between the environment and consumer behaviour [26,34,43,49,51,57].”

“The inability to clearly distinguish between the two alternatives, as well as the price premium on organic produce, can complicate or influence the purchasing decision of the consumer in favor of cheap products [8,69].”

“The popularity of green consumption has led to a growing interest in green food [1].”

“Consumer preference for organic food is based on the general perception that organic foods have more desirable features compared to conventional food, such as being more nutritious, healthy, and nature-friendly (Eyinade et al., 2021; Petrescu et al., 2020; Singh and Verma, 2017).”

“Most studies show that consumers are increasingly inclined to choose healthy foods because they realize the importance of diet for good health (Eyinade et al., 2021; Ding et al., 2022; Ghufran et al., 2022).”

“Whereas previous studies have investigated the socio-demographic profile of consumers, most of these studies have incorporated these factors in one integrated model (Eyinade et al. 2021; Singh and Verma 2017).”

“In previous research of innovative technology adoption, such as the Internet of Things (IoT) and AI chatbots, ST value has a positive relationship with “reasons for”, “reasons against” and personal attitude [39,40].”

“In the past two decades, consumers’ nutritional preferences have undergone a paradigm shift, and several studies on the growing interest in the ready-to-eat food sector have been carried out in both developed and developing nations [1].”

“Consumers’ dietary choices have been much concerned both in developed and developing countries (Eyinade et al., 2021).”

“…products from animal-friendly production (Kühl, Gauly, & Spiller, 2019; Schulze, Spiller, & Risius, 2021), whereas others prefer organic production (Eyinade, Mushunje, & Yusuf, 2021; Kushwah, Dhir, Sagar, & Gupta, 2019) or pay attention to the healthiness (Pinto et al., 2021) or the environmental…”

“Eyinade et al. (2021) identify the different attributes associated with consumer orientation towards sustainable food consumption: human health, food safety, attitudes, perceptions, and willingness to pay a higher price.”

“Product flavour, shelf-life, and freshness are other attributes that contribute to purchasing decisions of organic shoppers [19,21,22].”

“A review of studies on consumer attitudes and preferences showed that human health, food safety, attitudes and perception and willingness to pay for a price premium are some key factors influencing consumer’s willingness to consume organic food (Eyinade, Mushunje, and Yusuf 2021).”

“On the other hand, organic farmers could earn a higher income than conventional farmers due to the premium price of organic rice (Eyinade, Mushunje, and Yusuf 2021).”

“The literature on organic cos - metics suggests that a majority of consumers believe that these products are less likely to cause irritations and aller - gies, which strengthens the notion that organic production is safe (Eyinade et al., 2021 ).”

“A major setback often cited to limit the adoption of organic farming techniques is the unsatisfactory quality, particularly relating to the appearance of organically grown food produce [28,29].”

“Eyinade et al. (2021) emphasized that issues of food safety, health, and environmental concerns are the main reasons people switch to organic products.”

“The extant literature shows that OFPI is influenced by a cluster of factors, including attitude, subjective norms, nutritional and health information, knowledge, ethical consumerism, social demographics, safety, taste, and availability [14,24–26].”

“Later on, a study (Eberle et al., 2022; Eyinade et al., 2021) depicts that having an optimistic attitude toward the environment can influence people to have a positive attitude toward consuming organic food.”

“In 2018, the production and consumption of berry fruits rose by 133.3% compared to 2012 [3].”

“…consumer demand for organic produce has been steadily increasing due to perceived health and environmental benefits (Greene et al. 2017); and consequently, organically produced food often commands substantially greater market prices than conventionally produced food (Eyinade et al. 2021).”

“Similarly, in a recent review study by Eyinade et al. (2021), human health, food safety, attitudes and perceptions, and willingness to pay for a price premium, are some factors influencing willingness to consume organic foods.”

“Likewise, perceived ease of access has been examined in terms of price and availability (Eyinade et al., 2021; Shrestha & Baral, 2019), few studies investigate how consumers overcome these barriers through advo-cacy or rationalise the premium costs by emphasising health benefits (Ali & Ali, 2020;…”

“Following Magnusson et al. (2003), we conceptualize the perceived importance of traceability information and environmental concerns as consumers’ perceptions that purchasing organic food is safe and healthy, and more environmentally friendly than conventional alternatives (Eyinade et al., 2021 ).”

“8,9 Exposure to pesticides, which can have signi fi cant health effects, has decreased with organic food intake.”

“Consumer preferences for organic food have shifted due to rising health and environmental concerns, leading to increased market demand [20].”

“…values and aspects where what is important is the impact of organic or non-organic consumption, particularly of food products, on the individual (Eyinade et al., 2021; Grauel, 2016; Gundala and Singh, 2021) In such cases, what is organic undergoes a kind of resigni fi cation process, often the…”

“The third hypothesis has been confirmed because attitudes are closely related to organic food consumption (Grunert & Juhl, 1995; Scalco et al., 2017; Basha & Lal, 2019; Liang & Lim, 2020; Tandon et al., 2020; Eyinade et al., 2021).”

“As indicated by writing, these well-being concerns are tended to by organic cultivating and the work of more secure food handling techniques (Eyinade et al., 2021).”

“Recent studies and comprehensive reviews also support the important determinants we reported in our 2005 publication (Eyinade, Mushunje and Yusuf, 2021; Gundala and Singh, 2021; Melhim, 2021; Huo, Ahmad and Teoh, 2024).”

“It is important to understand the reasons for consumers’ purchase intention of organic foods and their desire to use natural products, regardless of their individual circumstances 104 .”

“With the robust growth of the OF sector, academic interest has surged in recent years (Eyinade et al., 2021).”

“Studies suggest that consumers generally view organically produced foods as offering enhanced safety, health benefits, nutritional content, and flavor profiles compared to conventional alternatives (Eyinade et al., 2021).”