Cited by 172Organic Food and AgricultureConsumer Attitudes and Food LabelingEconomic and Environmental Valuation

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The willingness to consume organic food: A review

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Eyinade, Gabriel Adewunmi, Mushunje, Abbyssinia, Yusuf, Shehu Folaranmi Gbolahan·2021·Food and Agricultural Immunology

DOI 10.1080/09540105.2021.1874885

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Abstract

Giving the rising interest in naturally grown foods; several studies have contrasted various features of organic and conventionally grown foods in relation to consumer attitudes, perceptions, and preference for organic foods. This paper aims to explore consumers’ willingness to consume organic foods; the extent and attributes of consumer knowledge and awareness about organic food as well as consumer attitudes and preferences for organically grown foods. Articles from different peer review journals were used to develop this paper. The findings of this paper show that human health, food safety, attitudes and perceptions and willingness to pay for a price premium are some of the factors influencing consumers’ willingness to consume organic foods. Therefore, there is a need to create more awareness in the food industry relating to the health benefits of consuming organic foods.

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“…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…”
Organic Food Consumption During the COVID-19 Pandemic. A Bibliometric Analysis and Systematic Review
Cramarenco, R. E., Burcă-Voicu, M. I., & Dabija, D. (2023) · Amfiteatru Economic · doi:10.24818/ea/2023/s17/1042 · Cited by 22
“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.”
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Microorganisms in Organic Food-Issues to Be Addressed
Murali, A. P., Trząskowska, M., & Trafiałek, J. (2023) · Microorganisms · doi:10.3390/microorganisms11061557 · Cited by 14
“Product flavour, shelf-life, and freshness are other attributes that contribute to purchasing decisions of organic shoppers [19,21,22].”
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Organic agriculture and foods: advancing process-product integrations
Knorr, D. (2023) · Critical Reviews in Food Science and Nutrition · doi:10.1080/10408398.2023.2200829 · Cited by 13
“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).”
Emerging trends and sustainability challenges in the global agri-food sector
Bhat, R. (2022) · Elsevier eBooks · doi:10.1016/b978-0-323-91001-9.00041-4 · Cited by 18
Factors Determining Buying Behavior on the Organic Food Market in the Visegrad Group Countries—Using Canonical Correlation Analysis
Wojciechowska-Solis, J., Śmiglak-Krajewska, M., Smoluk-Sikorska, J., Malinowski, M., Krnáčová, P., Jarossová, M. A., & Kis, G. G. (2025) · Sustainability · doi:10.3390/su17020672 · Cited by 9
Understanding the Perceptions of Organic Products in Romania: Challenges and Opportunities for Market Growth in the Context of the European Green Deal
Dan, I. S., & Jitea, I. M. (2024) · Agriculture · doi:10.3390/agriculture14122292 · Cited by 10
The significance of organic farming in the European Union from the perspective of sustainable development
Nowak, A., & Kobiałka, A. (2024) · Economics and Environment · doi:10.34659/eis.2024.88.1.710 · Cited by 8
Farmers’ preference for organic rice contract farming scheme: a discrete choice experiment in Indonesia
Toiba, H., Noor, A. Y. M., Rahman, M., & Riana, F. (2023) · Journal of Environmental Planning and Management · doi:10.1080/09640568.2023.2269308 · Cited by 8
“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).”
Nutritional literacy and its influence on healthy lifestyle behavior and willingness to consume healthy food brands
García-Salirrosas, E. E., Escobar‐Farfán, M., Veas-González, I. A., Gómez-Bayona, L., Esponda-Pérez, J. A., Zavaleta, G. A. E., & Urraca-Vergara, E. M. (2025) · Frontiers in Nutrition · doi:10.3389/fnut.2025.1680436 · Cited by 4
Understanding the power of social media influencers in promoting organic food consumption
Nguyen, D., & Nguyen, H. (2025) · Journal of Trade Science · doi:10.1108/jts-06-2025-0024 · Cited by 7
Do food influencers shape consumers’ decisions to co-create and purchase organic food brands? The role of homophily
Kilumile, J. W., Zuo, L., & John, J. K. (2025) · British Food Journal · doi:10.1108/bfj-01-2025-0095 · Cited by 8
Unveiling the halo effect: exploring the influence of organic labels on consumer behavior in the organic cosmetics market
Thuy, T. T., & Le, M. T. H. (2025) · Current Psychology · doi:10.1007/s12144-025-07747-6 · Cited by 7
“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 ).”
Neem and Gliricidia Plant Leaf Extracts Improve Yield and Quality of Leaf Mustard by Managing Insect Pests’ Abundance Without Harming Beneficial Insects and Some Sensory Attributes
Kamanga, R., Bhikha, S., Kamala, F., Mwale, V., Tembo, Y., & Ndakidemi, P. (2025) · Insects · doi:10.3390/insects16020156 · Cited by 7
“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].”
Growth response of pak choi (Brassica rapa L.) on different concentrations and intervals of eco-enzyme applications
Soverda, N., Swari, E. I., Neliyati, N., Putri, D., & Wahyuni, D. (2024) · Jurnal Agronomi Indonesia (Indonesian Journal of Agronomy) · doi:10.24831/jai.v52i1.53868 · Cited by 7
“Eyinade et al. (2021) emphasized that issues of food safety, health, and environmental concerns are the main reasons people switch to organic products.”
Background
Production risk and technical efficiency of dry-season vegetable farmers in the Upper East Region of Ghana
Akolgo, J. A., Osei-Asare, Y., Sarpong, D. B., Asem, F. E., & Quaye, W. (2025) · PLoS ONE · doi:10.1371/journal.pone.0309375 · Cited by 7
Bridging the gap: exploring consumer knowledge, perceptions, and willingness to pay for aquaponics products across the UK
Davis, J., Murray, R. R., Crichton, R., Starkey, F., & Cammies, C. (2024) · Aquaculture International · doi:10.1007/s10499-024-01680-4 · Cited by 8
Examining How and When Knowledge and Motivation Contribute to Organic Food Purchase Intention among Individuals with Chronic Diseases: Testing a Moderated Mediation Model
Limbu, Y. B., McKinley, C., Ganesan, P., Wang, T., & Zhang, J. (2023) · Sustainability · doi:10.3390/su151914584 · Cited by 6
“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].”
BackgroundInfluential
Turkish Consumers’ Perceptions of Organic Milk and the Factors Affecting Consumption: The Case of Kocaeli, Türkiye
CAN, B. A. (2023) · Sustainability · doi:10.3390/su151310044 · Cited by 5
CHANGES IN THE DEVELOPMENT TRENDS OF ORGANIC FARMING IN THE WORLD
Gołębiewska, B., & Pajewski, T. (2025) · Annals of the Polish Association of Agricultural and Agribusiness Economists · doi:10.5604/01.3001.0055.0202 · Cited by 5
Agronomic responses of transitioning organic grain rotations employing multi‐tactic tillage and cover cropping strategies
Neelipally, R. T. K. R., Chhetri, A., Saha, D., Cui, S., & Jagadamma, S. (2025) · Agronomy Journal · doi:10.1002/agj2.70095 · Cited by 5
Characterization of microbial communities and antibiotic resistance in the water–soil–vegetable interface of a small-scale organic field
Soler, L., Moreno‐Mesonero, L., Jiménez-Belenguer, A. I., Castillo, M. Á., Zornoza, A., García-Ferrús, M., García‐Hernández, J., & Moreno, Y. (2025) · Scientia Horticulturae · doi:10.1016/j.scienta.2025.114147 · Cited by 6
Contaminants in organic products: 26-year analysis of EU RASFF notifications.
Eissa, F., Al-Sisi, M., Elhamalawy, O., Khaled, O., & Zidan, N. E. (2025) · Toxicon · doi:10.1016/j.toxicon.2025.108668 · Cited by 4
Analyzing Social Media’s Impact on Organic Food Purchase Intention: A Study of Consumer Behavior
Khan, S., Firdaus, R., & Rehman, A. (2025) · Journal of International Food & Agribusiness Marketing · doi:10.1080/08974438.2025.2546416 · Cited by 4
“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.”
Modification of Fungicide Treatment Needs and Antioxidant Content as a Result of Real-Time Ozonation of Raspberry Plants
Matłok, N., Piechowiak, T., Szostek, M., Kuboń, M., Neuberger, P., Kapusta, I., & Balawejder, M. (2024) · Molecules · doi:10.3390/molecules29163949 · Cited by 4
“In 2018, the production and consumption of berry fruits rose by 133.3% compared to 2012 [3].”
BackgroundInfluential
Comparison of the economic performance of organic and conventional corn–soybean–winter wheat rotations in southwestern Ontario, Canada
Yang, X.-M., Drury, C., Reynolds, W. D., & Reeb, M. (2024) · Canadian Journal of Plant Science · doi:10.1139/cjps-2024-0007 · Cited by 4
“…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).”
Toddy trends and the organic conundrum: a closer look at consumer behaviour with decision tree
Sukumaran, L., & Majhi, R. (2024) · British Food Journal · doi:10.1108/bfj-10-2023-0869 · Cited by 4
Deployment of the Microeconomic Consumer Theory in the Artificial Neural Networks Modelling: Case of Organic Food Consumption
Jajić, I., Herceg, T., & Bach, M. P. (2022) · Mathematics · doi:10.3390/math10173215 · Cited by 3
Vegetable consumption in the food system of Benin : identifying drivers of consumer behaviour and entry point for interventions
Raaijmakers, I., Snoek, H. M., Obeng, E., Jaspers, P., Madodé, Y. E., Fanou‐Fogny, N., & Piters, B. D. S. (2023) · doi:10.18174/629239 · Cited by 7
“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.”
Background
Constraints on the expansion of organic farming in highly productive regions
Smith, H. G., Bergkvist, G., Brady, M., Carrié, R., Dahlin, A. S., Ekroos, J., Jörgensen, C., Öborn, I., Sidemo‐Holm, W., & Watson, C. A. (2026) · Agricultural Systems · doi:10.1016/j.agsy.2026.104699 · Cited by 6
From forest immersion to sustainable choices: a systematic approach to the impact of nature exposure on behaviour
Fantechi, T., Risius, A., Contini, C., Reinhardt, C., & Mehlhose, C. (2025) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2025.146985 · Cited by 3
The organic path to holistic wellbeing: exploring the role of consumer self-Advocacy, perceived ease of access and perceived health benefits on organic food consumption
Naseer, P. M., Islam, S. B., & Darzi, M. A. (2025) · International Journal of Spa and Wellness · doi:10.1080/24721735.2025.2543646 · Cited by 3
“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;…”
Socioeconomic and Environmental Dimensions of Agriculture, Livestock, and Fisheries: A Network Study on Carbon and Water Footprints in Global Food Trade
Silvestrini, M., Rossi, T., & Sarti, F. (2025) · Standards · doi:10.3390/standards5030019 · Cited by 3
Sensory Properties of Fermented Blends of Sunflower Press Cake and Whey
Rohm, H., Caraballo, S. M., Salvador, A., Mendo, S., Llorca, E., Cattaneo, S., Noni, I. D., Struck, S., Foschino, R., & Hernando, I. (2025) · Foods · doi:10.3390/foods14091489 · Cited by 3
Disadvantages of the food beauty premium: new marketing communication for organic food
Kato, T., Yoshimura, W., Shinozaki, Y., Hayami, K., Ikeda, R., & Koizumi, M. (2024) · Journal of Consumer Marketing · doi:10.1108/jcm-05-2024-6867 · Cited by 3
The relationship between the perceived product sustainability of organic food and willingness to buy: a parallel mediation effect of product traceability and consumers’ environmental concerns
Marozzo, V., Costa, A., & Abbate, T. (2024) · Italian Journal of Marketing · doi:10.1007/s43039-024-00102-w · Cited by 3
“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 ).”
Understanding organic and functional food consumption: the role of orthorexia, health awareness, and sociodemographic determinants
Şanlıer, N., Yıldız, E., & Sezgin, A. C. (2026) · Journal of the Science of Food and Agriculture · doi:10.1002/jsfa.70479 · Cited by 3
“8,9 Exposure to pesticides, which can have signi ﬁ cant health effects, has decreased with organic food intake.”
Microbe-driven valorisation of bio-waste for biofertilizer production: A comprehensive review
Kumar, N., Kumar, D., & Mishra, A. (2025) · Sustainable Chemistry for Climate Action · doi:10.1016/j.scca.2025.100158 · Cited by 1
Mapping the research landscape: a bibliometric analysis of organic food products and their marketing challenges
Sultana, S., Barman, B., Singh, R., & Velayudhan, P. K. (2025) · Discover Sustainability · doi:10.1007/s43621-025-01306-6 · Cited by 2
“Consumer preferences for organic food have shifted due to rising health and environmental concerns, leading to increased market demand [20].”
Price Differences Between Organic and Conventional Products in E-Commerce
Jafari, Y. (2025) · German Journal of Agricultural Economics · doi:10.52825/gjae.v74i.2342 · Cited by 1
Extended Factors for Theory of Planned Behavior on Organic Food Consumption: A Review
Primaroni, O., & Septirosya, T. (2024) · Ekonomi syariah · doi:10.30983/es.v8i2.8955 · Cited by 2
Organic versus conventional 'Willamette' raspberry: yield, bioactive compounds and antioxidant properties
Murtić, S., Durić, M., Fazlić, J., Behmen, F., Haseljić, S., Šerbo, A., & Berbić, H. (2023) · Horticultural Science · doi:10.17221/164/2022-hortsci · Cited by 2
Health in the motivational process of organic product consumption: A socio-psycho hermeneutical approach
Barbeta-Viñas, M. (2023) · Journal of Consumer Culture · doi:10.1177/14695405231181507 · Cited by 2
“…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…”
Background
The Relationship between Perceived Value, Attitude and Behaviour towards Purchasing Organic Products (Case Study in Indonesia)
Sumarto, L., Maryanti, I. E., Darsono, Kasidin, & Darmaningrum, K. (2023) · European Journal of Management Issues · doi:10.15421/192306 · Cited by 2
“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).”
Background
Antecedents and consequences of healthiness in café service: Moderating effect of health concern
Song, M., Lee, W., & Moon, J. (2022) · Frontiers in Sustainable Food Systems · doi:10.3389/fsufs.2022.913291 · Cited by 2
Customers Awareness and Purchase Behaviour towards Organic Food
Ishak, L. N. A., Fuza, Z. I. M., Othman, M. A. R., & Abas, S. (2021) · International Journal of Academic Research in Business and Social Sciences · doi:10.6007/ijarbss/v11-i16/11223 · Cited by 2
“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).”
Background
Effect of Food Safety Perceptions and Time Preferences on Consumer Demand for Organic Leafy Vegetables in Benin
Hounkponou, M. G. M., Codjo, O. S., Houngbo, S. B. E., Dohou, M. D., KAKPO, O. S., Bonou, A., Adégbola, Y. P., & Schreinemachers, P. (2026) · Agribusiness · doi:10.1002/agr.70087 · Cited by 1
Consumer perceptions and preference toward organic versus conventionally produced foods (Yiridoe et al., 2005): a retrospective reflection
Yiridoe, E. K., Bonti‐Ankomah, S., & Martin, R. C. (2026) · Renewable Agriculture and Food Systems · doi:10.1017/s1742170526100313 · Cited by 1
“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).”
Extending the stimulus organism response model with exercise habits to explain consumer purchase intentions for alternative foods
Yang, F., Ren, L., Zheng, W., Sun, J., & Gu, C. (2026) · Scientific Reports · doi:10.1038/s41598-025-34540-z · Cited by 1
“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 .”
How Cover Crop Mixtures of Different Diversity and Fertilization Approaches Affect Organic Vegetable Production in Florida—Part 1: Cover Crop Biomass Production and In-season Vegetable Growth
Freidenreich, A., Xu, N., Vincent, I. R., Ferreira, J. B. N., Zhao, X., & Maltais-Landry, G. (2026) · Hortscience · doi:10.21273/hortsci19023-25 · Cited by 1
The impact of consumption values on the intention to purchase organic food: The moderating role of trust
Nguyen, T. N. (2025) · Ho Chi Minh City Open University Journal of Science - Economics and Business Administration · doi:10.46223/hcmcoujs.econ.en.16.2.3914.2026 · Cited by 1
“With the robust growth of the OF sector, academic interest has surged in recent years (Eyinade et al., 2021).”
An Investigation on Organic Food Purchase Intention on E-Commerce Platforms
Eti, H. S. (2025) · Tekirdağ Ziraat Fakültesi Dergisi · doi:10.33462/jotaf.1582997 · Cited by 1
“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).”

Authors: Eyinade, G. A., Mushunje, A., & Yusuf, S. F. G.
Affiliations: University of Fort Hare (ZA)
Corresponding author: Eyinade, Gabriel Adewunmi
ORCID: Mushunje, Abbyssinia
Yusuf, Shehu Folaranmi Gbolahan
Venue: Food and Agricultural Immunology
Publisher: Informa UK Limited
Published: 2021-01
Volume: 32
Issue: 1
Pages: 78-104
ISSN: 0954-0105 (ISSN-L)
1465-3443
DOI: 10.1080/09540105.2021.1874885
OpenAlex: W3125741348
Cited by: 172
References: 213
Citations by year: 2026: 16 · 2025: 47 · 2024: 33 · 2023: 50 · 2022: 22 · 2021: 4
FWCI: 16.37
Type: journal article
Language: en
Open access: gold
doi.org
Licence: cc-by
creativecommons.org/licenses/by/4.0/ (vor)
Locations: Food and Agricultural Immunology (publishedVersion, cc-by)
DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
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 › Economics, Econometrics and Finance › Economics and Econometrics › Economic and Environmental Valuation
Keywords: organic food, willingness to pay, consumer attitudes, consumer preferences, consumer knowledge, consumer awareness, food safety, health benefits, price premium, organic vs conventional food

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The willingness to consume organic food: A review

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