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Consumer buying behaviour and Consumer’s

behavioural
purchase intention of organic food: intention of
organic food
a conceptual framework
Neeraj Dangi
Department of Business and Sustainability, TERI School of Advanced Studies,
New Delhi, India Received 19 January 2020
Revised 19 May 2020
Sandeep Kumar Gupta 4 July 2020
Accepted 7 July 2020
School of Management and Entrepreneurship, Shiv Nadar University, Greater Noida,
India, and
Sapna A. Narula
School of Management Studies, Nalanda University, Rajgir, India and
Department of Business and Sustainability, TERI School of Advanced Studies,
New Delhi, India

Abstract
Purpose – The paper aims to investigate existing research in factors impacting organic food purchase with
special reference to eco-labels and identify the relative influence of various determinants.
Design/methodology/approach – A conceptual framework is proposed of organic food buying behaviour
after analysing a sample of 154,072 consumers reported in 91 research studies from 2001–2020. The factors are
categorised into four categories on the basis of relatedness. In addition, the factors were analysed based on time,
region and national economic status.
Findings – The impact of consumer psychographics, socio-demographic and product-related factor categories
were found to be more pronounced compared to supply-related factor category. The results show that among
individual factors like health concern, environment concern, knowledge and awareness, eco-labels and price
followed by trust in organic food are the most important factors in organic food purchase. The findings suggest
that eco-labels increase trust in organic food by reducing information asymmetry in consumers. However, there
were differences in perception and factors importance between high-income economies and emerging
economies.
Originality/value – The study is unique, as it analyses secondary research based on criteria of high-income
economies and emerging economies. The conceptual framework can also be incorporated further into different
cognitive models like the theory of planned behaviour.
Keywords Organic food buying behaviour, Eco-labels, Organic food certification, High income economy,
Emerging economy
Paper type Conceptual paper

1. Introduction
Pollution and environmental issues, often as a result of economic growth, (Chen et al., 2017;
Narula and Desore, 2016) have led to a growing demand for eco-friendly or green products
(Teoh and Gaur, 2019; Chaudhary and Bisai, 2018; Narula and Desore, 2016; Desore and
Narula, 2018). To fulfil this, organisations and stakeholders are moving towards
sustainability to remain competitive by dovetailing their operations and products (Dubey
et al., 2016; Wang et al., 2018; Song, 2016; Martinez, 2012; Svensson and Wagner, 2015; Ozoliņa
and Ro
sa, 2013; Desore and Narula, 2018; Poddar et al., 2019). Purchase decisions are
influenced by social, economic, cultural and other factorial contexts (Joshi and Rahman, 2016).
The same has been witnessed in the food industry, where polluting conventional agriculture Management of Environmental
Quality: An International Journal
(Chen et al., 2018) is being replaced with sustainable agricultural practices (Chauhan et al., © Emerald Publishing Limited
1477-7835
2019; Narula, 2009) for producing environment-friendly products like organic food. DOI 10.1108/MEQ-01-2020-0014
MEQ Accordingly, the global organic food market witnessed a fivefold increase from 17.9bn
USD in 2000 to 114bn USD in 2018 (Schlatter et al., 2020). Though, the market is growing in all
regions of the world, yet the demand is concentrated in North America (45.2%) followed by
Europe (38.5%) (Schlatter et al., 2020). However, the average per capita expenditure on
organic food in the world remains only 12.8 USD (2018) (Schlatter et al., 2020).
Consumers are attracted to organic food because it is perceived to be safe, healthy and
environmental-friendly (Tran, 2017; Janssen, 2018; Dangi et al., 2020). Yet often this interest is
not translated into a purchase (Sch€aufele and Hamm, 2018; Sultan et al., 2019; Aitken et al.,
2020). This area offers an interesting opportunity for research in light of growing awareness
of organic food and relatively low purchase corresponding with it. The research objective of
this paper is to determine what are the factors that motivate consumers to purchase
organic food?
Different research has stressed that consumer attitudes are linked to buying intention and
behaviour (Aslihan Nasir and Karakaya, 2014; Sch€aufele and Hamm, 2018; Sultan et al., 2019)
with respect to organic products. Focus in most studies has been on the correlation between
corresponding attitude and behaviour for green food choices (Lockie et al., 2004; Tarkiainen
and Sundqvist, 2005; Tung et al., 2012; Zhou et al., 2013; Aslihan Nasir and Karakaya, 2014).
However, there are a few issues that need further deliberation, as there are inconsistencies
among different categories of factors like socio-demographic, consumer psychographics,
product and supply related that impact consumer behaviour, including ethical issues in
consumer attitude besides environmental and health issues (Nasir and Karakaya, 2014;
Sch€aufele and Hamm, 2018; Dangi et al., 2020).
This study develops a conceptual framework based on existing research on consumer
purchase behaviour for organic foods. Despite the existence of literature in this area, factors
leading to organic food consumption behaviour show limited understanding, which implies a
need to further, advance the research. Previous studies on existing research on organic food
have either focused on particular theory(s) (Scalco et al., 2017) or framework development
(Rana and Paul, 2017) or are meta-analytic (Scalco et al., 2017; Massey et al., 2018) in nature.
This study provides an overview of various factors associated with organic food
consumption and evaluates their relationship among themselves without restricting itself
to any theories. In addition, it includes the role of eco-labels (organic food certification labels)
which have either been barely covered (Rana and Paul, 2017) or not covered at all (Scalco et al.,
2017). Finally, based on analysis, it categorizes the factors and proposes a conceptual
framework. Thus, the study enhances the understanding of the existing literature and
addresses the aforementioned gaps in organic food buying behaviour.

2. Methodology
The paper is based on data collected through secondary literature sources related to organic
food consumption. To accomplish this study, different bibliographic databases such as
Science Direct, Google Scholar and Web of Science were searched using pre-defined keywords
such as “organic food consumption”, “organic food consumer buying behaviour and
intention”, “organic food labelling” published in the last 20 years (i.e., 2001–2020). We
identified a large number (<1,135) of potentially relevant publications including papers,
reports and other literature. Research on associated areas such as green consumption, fair
trade food, etc was not included. Book chapters, reports, thesis and unpublished manuscripts
were also excluded. Further shortlisting was done based on careful consideration and
selection. Only peer-reviewed journal articles in English were considered. Double entries or
studies with basic missing information were excluded. Publications in the last two decades
(2001–2020) were included, considering the growing market and popularity of the organic
food and the role of Internet technology in increasing awareness, knowledge and facilitating
its availability in this time period.
 The manuscripts were examined through title and/or abstract and removed, unless it was Consumer’s
found relevant to the topic of interest or general approach. All research papers selected were behavioural
required to evaluate the intention to purchase or consume organic food (either generic or
specific). In addition, some studies were added manually by searching within the references of
intention of
the examined manuscripts obtained by the previous method. Based on the topic and quality organic food
screen, not all the examined manuscripts were relevant for the study. Thus, from 255
potential manuscripts, 91 research articles were included in this study. All research papers
were empirical (89) except two, one each for conceptual and case study.
Most of the publications considered used primary data except eight that were based on
secondary data. The total sample size of all the publications considered was 1,54,072 (primary
and secondary data). The mean and mode sample size were 1,711 and 442, respectively.
Primary data were mostly collected through survey (77%) whether face-to-face was or online,
using questionnaire (91.4%) and interview (9.4%). Focus groups were used by 5.4% of
research papers. The most common methods of data analysis were regression (linear, logistic
and hierarchical) (32%) and structural equation modelling (SEM) (23%). 9.8% of sources
conducted experiments, particularly food choice experiments. 54% of research papers were
from high-income economies (HIE) and 46% from emerging economies (EE).

3. Review of literature
The review of the selected publications about the different factors that impact the purchase of
organic food is presented below:

3.1 Socio-demographic factors affecting buying behaviour

The role of socio-demographic factors in consumer food choice has been mixed.
3.1.1 Income. Income remains important since regions with less per capita income also see
a drop in per capita consumption of organic food Schlatter et al., (2020), as it is expensive (Gao
et al., 2014).
Despite the overwhelming majority of organic food consumption in North America and
Europe, the correlation between income and organic food purchase has been varied (Onozaka
and Mcfadden, 2011; Squires et al., 2001; Chen, 2012; Jinghan et al., 2007; Manuchehr, 2016).
Segmentation in organic food has been mostly based on lifestyle, as organic food is a
speciality food (Kim et al., 2013).
3.1.2 Education and knowledge. Information is an important attribute for the purchase of
any product and that is true for organic food as well. Consumers acquire information from
various sources: informed consumers, print and online news media, etc. Also the repeat purchase
based on past consumption experience (Vietoris et al., 2016; Thøgersen et al., 2010) is significant.
Thus, the need for effective quality or attribute dissemination is important for consumers.
3.1.3 Gender. Most studies in different regions suggest that females have positive
attitudes and are more likely to purchase organic food than males (Aslihan Nasir and
Karakaya, 2014; Tung et al., 2012; Lea and Worsley, 2005; Krystallis et al., 2008; Onyango
et al., 2007), though some have found gender (Suki, 2013; Manuchehr, 2016) as well as age
(Suki, 2013; Manuchehr, 2016) not impacting purchase.
3.1.4 Age and presence of children in household. Age often along with other factors
influences purchase. Socio-demographic factors such as age (Kim et al., 2013; Singh and
Verma, 2017; Lockie et al., 2004; Onozaka and Mcfadden, 2011) as well as the presence of
children in the household (Grubor and Djokic, 2016) are likely to influence consumer attitudes
towards organic food and their buying behaviour. The presence of children in households
also has a relationship with marital status.
3.1.5 Values and food consumption. Values have a higher impact on positive organic food
beliefs than socio-demographic variables (Lea and Worsley, 2005) since they guide individual
behaviour and practices. Different demographic profiles possess different values that are also
MEQ likely to have varied food habits, attitude, intentions and behaviour (Aslihan Nasir and
Karakaya, 2014; Zhou et al., 2013; Chryssohoidis and Krystallis, 2005). Personal values like health,
personal security and well-being is generally the strongest case for purchasing organic food
(Aslihan Nasir and Karakaya, 2014; Zhou et al., 2013; Chen, 2009, 2012; Padel and Foster, 2005).
3.1.6 Culture and ethnics. Citizens across different countries with varying development
index could display distinct attitudes, purchase intention and behaviour with respect to organic
food (Squires et al., 2001; Zhou et al., 2013). This is important since currently, most of the organic
food consumption studies have researched North American or European consumers.

3.2 Product and supply-related factors

3.2.1 Eco-labelling. Eco-labelling schemes provide an environmental snapshot of products to
the consumer during purchase process helping them in their eco-friendly choices by (Valor
et al., 2013; Andrea Blengini and Shields, 2010; Harris, 2007) increasing transparency.
However, the success of eco-labelling schemes has been mixed. Ability to distinguish
between different logos may not lead to their usability in the decision process (Bond et al.,
2008). Although, most purchase decisions are made in-store (Feunekes et al., 2008), but a
limited time of about half a minute (Peters-Texeira and Badrie, 2005) and low motivation to
read labels while shopping (Valor et al., 2013), especially if they are found too confusing
(Peters-Texeira and Badrie, 2005), may result in superficial processing of information
(Feunekes et al., 2008), rather than a more detailed analysis.
Information overload due to the complex format reduces its usability (Pieniak et al., 2007).
Perceived optimally relevant information can bring change in attitude and behaviour (Verbeke
et al., 2007). Consumer’s response to food labels varies with consumers value priorities.
3.2.2 Barriers. Barriers act between consumer information and choice. Barriers such as
price (Torres-Ruiz et al., 2018; Minbashrazgah et al., 2017) and availability (Singh and Verma,
2017; Erg€on€ ul and Erg€on€
ul, 2015; Bezawada and Pauwels, 2013; Padel and Foster, 2005) have
limited organic food consumption. Premium pricing ceases to be a barrier to a great extent if
consumers are educated about the reasons and its value (Bezawada and Pauwels, 2013;
Krystallis et al., 2006).
In addition, other barriers about certain attributes of organic food like trust deficit in
certification (Torres- Ruiz et al., 2018; Nuttavuthisit and Thøgersen, 2015) are often not
adequately contemplated (Erg€on€ ul and Erg€on€ ul, 2015; Fotopoulos and Krystallis, 2002). This
increases purchase uncertainty (Klein, 2013; Wu et al., 2011; Tung et al., 2012). As per Jinghan
et al. (2007), income is not a substantial barrier. Shopping location, knowledge of organic
brand and label (Kiesel and Villas-Boas, 2007) and positive beliefs towards organic foods
(Bezawada and Pauwels, 2013) are more impactful factors.
3.2.3 Consumer ethnocentrism-origin and traceability. Consumer ethnocentrism can often
predict product value (Orth and Firbasova, 2003) and influence purchase intention (Amos
et al., 2014; Chen, 2012; Bernabeu et al., 2010).
Food nationalism leads to the perception that food produced within the nation is safer than
an imported one (Boys et al., 2014; Gao et al., 2014), as shorter food chains are considered more
transparent with better quality food products (Jumba et al., 2012). Also, food safety may not
always be related to nationally produced food. Many times products from certain countries
are considered safer and less risky, due to higher quality control and traceability (Gao et al.,
2014; Knight et al., 2007), influencing their willingness to pay (WTP) premium prices for them.
People in different European nations have varied understandings for traceability (Kehagia
et al., 2007) and country of origin, owing to low awareness (Pieniak et al., 2007; Verbeke et al.,
2007). Higher interest was observed for guarantees and use by dates (Verbeke et al., 2007).
Also, formal organic food certification can be supplemented with context-specific quality at
the local level to sensitize and promote organic food consumption, especially in emerging
markets (Jumba et al., 2012).
4. Conceptual framework and discussion Consumer’s
Factors influencing consumer purchase behaviour can be classified into four categories: behavioural
demographics, product-related, supply-related and consumer psychographics (Figures 1 and
2). The impact of socio-demographic factors (29.7%), product-related (29.4%) and consumer
intention of
psychographics (28.7%) was found to be more pronounced compared to supply-related organic food
(12.2%) factors. However, the influence of factors across different factor categories should be
seen collectively rather than individually. Further, based on the results, the factor categories
can be labelled as important (socio-Demographic; consumer psychographics; product-related)
and less important (supply-related) depending upon their influence on the consumer buying
behaviour. These factor categories with their labels help us to draw a framework (see
Figure 4) that could enable the marketers to explore the influence of critical factors on the
marketing of organic food.
Health concern, environmental concern, knowledge and awareness, eco-labels
(certification) and the price have been found to be the most significant factors that impact
the consumer buying behaviour of organic food (Figure 2). The prominence of health concern
(10.4%) over the environment (9.5%), social (1.9%) and animal concern (0.5%) establishes
that consumers are more influenced by personal factors (health concern) over altruistic
factors (environment, social and animal concern). This also indicates that the organic food
market is guided by the perceived benefits of organic food as being healthier and eco-friendly
in nature. The importance of knowledge and awareness (9.2%) highlights the need among
organic consumers to seek reliable, authentic information to reduce information asymmetry.
Consumers may gain knowledge about food attributes through informational labelling
(Dimara and Skuras, 2005), certifications (Valor et al., 2013; Zhou et al., 2013; Gao et al., 2014),
warranties, branding, advertisement and peers. Improving communication and building
awareness among consumers about organic food is thus important for the growth of the
organic food industry (Lin et al., 2009).
Eco-labels and certification (8.8%) of organic food is one of the important tools to provide
an assurance towards these concerns. The role of eco-labels becomes prominent, as consumers
tend to seek and demand more information about the quality standards, production process
and its ingredients. As consumers are also concerned about food safety (4.4%) due to green
washing and food scares, organic food certification attempts to allay such concerns. It
increases consumer trust (5.3%) on organic food, as it highlights food’s naturalness (2%).
This will also help the organic consumers, as they often perceive organic food is superior
in nutrition (Rong-Da Liang (2016) and taste (Cerda et al., 2012; Chryssohoidis, and Krystallis,
2005; Boys et al., 2014; Kim et al., 2013; Lea and Worsley, 2005). Thus, eco-labels promote
sustainability, reducing information search costs for consumers. But food labelling should be
supplemented with other means of communication like information campaigns (Hoogland
et al., 2007).
Trust is majorly based on consumer’s knowledge and awareness. The ability to seek
process information about food quality would be influenced by the level of buyer education
(4.4%). Education (Krystallis et al., 2006; Valor et al., 2013; Zhu et al., 2013; Vehapi and
Dolicanin, 2016; Vietoris et al., 2016), motivation (Valor et al., 2013) or other technical skills can
determine the ability of a consumer to seek and identify diverse information sources such as
food labels, Internet, besides the ability to process this information (Aslihan Nasir and
Karakaya, 2014). In this regard, education has been seen to drive sustainable behaviour (Sch€a
fer et al., 2011).
Nevertheless, price (7.8%) could be a limiting factor that may hinder organic food
purchase intention into actual purchase. Availability and assortment of organic food (3.9%)
appears to be a minor limiting factor, except for light organic consumers, as they may find it
as a convenience issue compared to conventional food. In general, consumer psychographics
is influenced by socio-demographic factors.
MEQ

Figure 1.
Factor categories
across time
 Important factors
Consumer’s
50 behavioural
45 intention of
40
35
organic food
30
25
20
15
10
5
0

Figure 2.
----------Socio-Demographic------------- -----------------Product-related----------------- --Supply –related-- ----------Consumer Psychographics---------- Important factors
determined
Source(s): Created by authors

High income economies vs. Emerging economies

28
25
22 22
18 19
16 17 16
14 15 14
13
11 11 10
8 9
8 9 8 9
7 7
6 7 7
6 7 6
5 5 5
4 5
2 3
2 3 2 2 3
2
1 1 1 1

Figure 3.
Factors in high-income
economies (HIE) vs.
High income economies Emerging economies
emerging
economies (EE)
Source(s): Created by authors

Attitude
Socio-demographic

Psychographic

Subjective norms
Intention Behaviour

Product related

Supply related Perceived Figure 4.

Behaviour control Conceptual framework
of organic food buying
behaviour
Source(s): Adapted from Ajzen, 2006
MEQ Organic consumers are not homogenous; they can have varied purchase motivations
across segments, regions and times. It was observed that the relative influence of categories
of factors on organic food consumption vary across time. Although, socio-demographics,
product-related and consumer psychographics have remained dominant in the sample over
the review period, the relative influence of product-related and consumer psychographics
have increased, whereas the socio-demographics is showing a receding trend, especially since
2015 (Figure 1). For better understanding regional differences, we divided them on the basis
of continents and further on economic category, i.e. high income economies (HIE) and
emerging economies (EE).
Europe (HIE) consumer psychographics and socio-demographics were about 31% each
compared to 17% and 53% in Europe (EE). The prime factor in consumer psychographics for
Europe (HIE) was environment and for Europe (EE) was health. In fact, environment was not
quoted at all in any of studies on Europe (EE). This highlights the influence of values in
different nations. As per Zhao and Xu (2013) consumers may exhibit green buying behaviour
not because of environmental concern but due to their association to a frugal lifestyle or for
ethical reasons. Thus culture-specific contexts have to be considered. Nevertheless, health or
environment, both reflect personal values like personal security and well-being. However,
there was wide difference in no of studies on Europe (HIE) (32) compared to Europe (EE) (6),
making generalization of conclusion limited.
The data were then clustered into two groups: HIE (49 studies) and EE (42 studies)
irrespective of region (Figure 3). The parity in number of sources perhaps makes
generalization more valid in this case. HIE-based studies contributed 61% for environment
and 75% for social concern cumulatively (in psychographics category) than compared to just
39% and 25%, respectively, in emerging economies (EE). Similarly respondents in HIE
determined higher importance for eco-labels (58%) and food origin (72%s) (of product related
category) than compared to 42% and 28%, respectively, among EE respondents. Animal
concern was the least important, as it was reported only twice (Stobbelaar et al., 2007
(Netherlands); Laureti and Benedetti, 2018 (Italy)), both belonging to Europe (HIE) region.
However, health concern (62%), trust in organic food (61%) (psychographics) and food safety
(74%) (product-related) were reported from emerging economies (EE) compared to 38%, 39%
and 26%, respectively, in HIE. Traceability, taste and naturalness (product-related) were
almost similar in their importance for all consumers. In order to ascertain food safety,
consumers refer to expiry dates, country of origin (Narula and Dangi, 2014; Dimara and
Skuras, 2005; Bernabeu et al., 2010), freshness (Bond et al., 2008; Gao et al., 2014), traceability
(Wu et al., 2011; Choe et al., 2008), local (Onozaka and Mcfadden, 2011) and certification
schemes (Klein, 2013). However, ambiguity in food labels regarding origin, traceability and
quality can make consumers suspicious (Klein, 2013; Chen, 2012; Lin et al., 2009; Kehagia et al.,
2007) by increasing the gap between intention and the actual purchase (Dangi et al., 2020).
Supply-related factors like price (56%) and availability and assortment (59%) were
slightly more important in EE compared to 44% and 41%, respectively, in HIE. This shows
the importance of cost to consumer especially for people with less purchasing power.
Availability would remain a barrier in nascent markets of EE compared to more matured
organic food markets of HIE. Limited availability (Bezawada and Pauwels, 2013), lack of a
reliable regulatory system and a uniform national label limits consumption (Boys et al., 2014;
Lin et al., 2009). Alternatively, improved supply and government support (Bale
zentis et al.,
2019; Koos, 2011) will increase consumer confidence and likely to make eco-labels more
trustworthy and facilitate the growth of organic food market (Sønderskov and Daugbjerg,
2011). Harmonising local certification standards with international ones can also reduce
confusion and increase acceptance in international markets (Lin et al., 2009).
Role of income (socio-demographic) was similar in both HIE and EE. Although, most
found that higher income facilitates more desire to purchase organic food with two exceptions
in HIE. Squires et al. (2001) found that low-income consumers in New Zealand are more likely Consumer’s
to buy organic food, and Jinghan et al. (2007) found little influence of income on purchase behavioural
decisions in the US. Thus, income remains an important decision-making factor owing to its
premium pricing, especially in the developing world.
intention of
Importance of knowledge and awareness (55%) and gender (61%) (socio-demographic) organic food
was higher in HIE. Age of respondent and presence of children in household
(socio-demographic) were almost similar. 11 studies specifically mentioned that females
(whether married or not) are more likely buy organic food and more than 50% of them stated
the presence of children, especially young ones influences their decision. Further, some
studies have found that younger people are more likely to buy organic food (Tung et al., 2012;
Grubor and Djokic, 2016; Onyango et al., 2007) whereas in others it is older (Pieniak et al., 2007;
Saba and Messina, 2003; Squires et al., 2001) or middle-aged consumers (Tung et al., 2012;
Grubor and Djokic, 2016).

5. Theoretical implications
The proposed conceptual framework can be adapted or extended for future research in
organic food consumption with existing models like theory of planned behaviour (TPB). The
factor categories form the antecedents of the attitude, subjective norm and perceived
behavioural control of the TPB.
The findings suggest that high-income economies and emerging economies are more
likely to have similarities among themselves, irrespective of regions. This could be due to the
presence of more mature organic markets within high income economies compared to those in
emerging economies. There was only one research study between HIE and EE (Molinillo et al.,
2020), rest of multi-nation studies were within different HIE. This appears to be a novel
finding that can be further validated through future research with more data. Further, it
should also be explored whether information processing differs across eco-labels or
individuals from different social groups, regions and nationalities.

6. Managerial implications
Policymakers and organic food producers /retailers can benefit (Bale
zentis et al., 2019) by
optimising their marketing and promotions accordingly. Regulators in government and
organic food interest groups can strengthen the industry by providing incentives for growing
and marketing of organic food to increase its supply in the organic food market. Various
educational and awareness campaigns should be regularly conducted to increase consumer
trust. Simultaneously the government should address the issue of organic food safety and
traceability by initiating, maintaining and enforcing pragmatic policies for its promotion and
penalising for greenwashing. Marketers in high-income economies should promote the
environmental benefits of consuming organic food. Similarly, managers in emerging
economies should capitalise on consumers desire to eat healthy food. In addition, by
improving consumer’s awareness through get together, organic food fairs, farmer’s organic
markets, advertisements and promotional campaigns issues related to trust, food safety,
origin and traceability can also be addressed. Use of social media and subjective influence can
accelerate the adoption curve of organic food.

7. Conclusions and limitations

The impact of consumer psychographics, socio-demographic and product-related factor
categories are more influential compared to supply-related factor category. The most
important individual factors are health concern, environment concern, knowledge &
awareness, eco-labels and price followed by trust in organic food consumption. However,
MEQ differences in perception and factors importance exist between consumers of high-income
economies and emerging economies.
The study is based on limited data from each nation. It also did not get data from all
countries. Actual organic food consumption patterns in each country at macro and micro level
will differ since food choices are determined by many factors including regulatory environment.
Also, the study included both generic organic foods with some specific types of organic food.
The findings in this research are aggregated on a study level rather than at an individual level.
The study does not take into account individual organic consumer’s buying behaviour.

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