Consumer Buying Behaviour towards Organic Food Products: A Systematic Literature Review
DOI:
https://doi.org/10.70550/joseb.v2i3.115Keywords:
Organic Food, Systematic Literature Review, Attitude, Health and Environment etcAbstract
Objectives: The purpose of the study is to comprehend the determinants affecting consumer purchasing behaviour towards organic food items due to the growing demand for safe, healthy and green food options. Owning to rising awareness, still there exists a large gap between intention and actual purchase behaviour.
Methodology: The study adopted a systematic literature review framework, following the PRISMA protocol for transparency and reproducibility. The articles were accessed from Scopus and Web of Science databases through explicit search strings. Following inclusion and exclusion filters such as removing duplicates, non-English articles, book chapters, and outdated publications – 56 research articles appearing between 2014 and 2024 were shortlisted for review. Five broad categories of factors shaping organic food purchasing behaviour were noted by the review: attitude and perception, concern for health, concern for the environment, price and trust and certification.
Findings: Even when consumers indicate positive attitudes and health or environmental motivation for organic food, actual purchase is hampered by price sensitivity, mistrust of certification and availability limitations, among others to produce the intention-behaviour gap.
Conclusion: The results can help practitioners and marketers in responding to concerns of consumers by paying attention to enhancing product trust, lowering price barriers, and increasing product availability. The findings can help in more effective strategy formulation for organic food consumption promotion.
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