Abstract
The primary research findings in the literature about what motivates consumers to purchase organic food items were mapped out in this scoping review. Researchers looked through the databases at ProQuest, Scopus, and Web of Science to find publications. A search was conducted from 2020 to April 2023. The Scoping review is undertaken to obtain insights on antecedents of organic food consumption among consumers. The pandemic’s effect on mental health, emotional stability, and mood may have an impact on dietary choices and intake. As a result, organic food intake purchase and consumption patterns have increased, and the study focuses on elaborating the motivating elements. Since 1940, the term ‘organic’ has been used in several studies addressing issues related to public health, social issues, food systems, and health. To close this gap and highlight the key trends in the scientific literature on this subject, a scoping study was carried out. The review took 76 studies in all into account. The ultimate result of this scoping review will focus solely on the factors that led people to consume organic food. This will serve as a conclusion for academics, executives, and decision-makers who want to comprehend concerns associated with the use of organic foods better. This review research identified various keywords underpinning the motivations for organic food consumption, and these motivations remain relevant in the post-pandemic era as well. Even though it is difficult to forecast and completely comprehend if the same motives will remain or change as a result of the index of customer changing motivations and satisfaction levels.
1. Introduction
A rising public awareness of sustainability, the environment, and human health has led to a surge in the demand for organic food items (Photcharoen et al., Citation2020). Organic farming practices are believed to be more sustainable and kind to the environment than traditional farming practices (Aulakh et al., Citation2022). As consumers become more conscious of their dietary choices, they are willing to pay extra for organic food goods. (Osaili et al., Citation2023). This scoping literature review attempts to locate and evaluate the available information on the reasons why people choose to eat organic foods. The market is predicted by the International Market Analysis Research and Consulting (IMARC Group) to reach US$ 4,602 Million by 2028, with a compound annual growth rate (CAGR) of 23.8% from 2023 to 2028.
Through a combination of conventional wisdom and cutting-edge technology, the program seeks to create organic agricultural practices that are sustainable (Sanrachna Foundation State Organic Report). The research’s primary goal was to determine whether market forces exist as a driving force behind consumer preferences for organic food, hence a small number of keywords were purposefully picked to focus on a specific, extremely small sample of literature.
Consumer research has repeatedly shown that the primary motivators for purchasing organic food are customers’ expectations of the health advantages of their purchases of these goods, and studies on this subject are expected to generate a great deal of public interest (Fitriana & Kristaung, Citation2020). The value of organic products is being investigated using a variety of study methods. Studies are being published at an increasing rate, however, the attempt at a broad review is encountering a dearth of papers (Chakraborty & Dash, Citation2023).
2. Research methodology
For this investigation, a scoping review was selected as the research methodology. Originally employed by Arksey and O’Malley (Citation2005) and Berggreen-Clausen et al. (Citation2022). A scoping evaluation often focuses on a certain topic and provides answers from a small number of excellent publications. Conversely, a scoping review examines broader topics without attempting to evaluate the quality of the included papers or answer very specific research objectives. A qualitative synthesis of the research literature is typically conducted as part of a scoping review (Cappelli et al., Citation2022).
Scoping reviews, according to Arksey and O’Malley (Citation2005), help identify knowledge gaps and evaluate and communicate study results. This research methodology is most usually applied in the fields of nursing and medical, but its growing popularity in social science courses as well. Five steps make up a scoping review:
Outlining the study’s subject
Finding relevant studies
selecting the studies
graphing the data
gathering, assembling, and summarising the results.
In the first part of the review identifying the research question—the research questions were created following a thorough analysis of the background of the subject area under investigation. The research questions, which are listed in the introduction section, underline the goals of the study. Because a scoping review is designed to perform a qualitative summary of trends in a topic, the research questions for this study were created to identify the key characteristics and tendencies in the scientific literature regarding the motive factors of consumers’ preference for purchasing organic food products and to reveal the primary factor underlying the motivations of consumers.
Finding pertinent papers involved establishing inclusion criteria, as given in , and using a combination of keywords. Consumer preferences, organic food consumption, consumer motivations, the organic food business, and sustainable consumption are all discussed and the search terms employed in the study.
Table 1. Inclusion requirements.
3. Data sources and search strategy
The academic quality of the literature under investigation was ensured by selecting databases (namely, Scopus, Proquest, and Web of Science) that guarantee peer-reviewing of the works. The authors decided to look at articles that focused on motivators or drivers for organic food even though the first research on organic and organic food consumption appeared in recent years from 2020 to 2023 to investigate the state-of-the-art in the literature on the topic across 3 years. When we noticed a large increase in the number of studies on the subject compared to prior years, we noticed that interest in the motivations for consuming organic food had increased.
Yet, the coronavirus sickness that distinguished the year 2020, changes in eating patterns, health concerns and nutrition risks that had an impact on social and economic factors may have increased awareness of the consumption of organic foods. In light of these considerations, the authors thought it would be interesting to track the topic’s advancement beginning in the year 2020.
As per future markets insight on Organic food markets future outlook, it reveals that the market is segregated into the short-term, medium-term, and long-term markets as the rise in organic food consumption is investigated to be marketed more in a rapid way as follows:
Short term: 2023-2026, Increased population consuming and adopting more organic food products
Medium-term: 2026-2029, increased demand for natural foods with organic due to rapid urbanization
Long term: 2029-2033, Government intervention and promotion of huge investment drive on organic food market opportunities.
A three-step search strategy was developed to identify relevant studies. Firstly, relevant keywords derived from the research question, were used for an extensive search of the electronic databases including Web of Science, Proquest and Scopus. Searches were conducted from the year 2020 to April 2023. Results were limited to English-language documents, published between 2020 to 2023
Secondly, grey literature was obtained by searching reports from websites of relevant institutions like IMARC Group, compound annual growth rate, Sanrachna Foundation State Organic Report, as well as using the search engine Google with combinations of the search terms from .
Table 2. Search terms used for each of the concepts.
4. Results
The scoping review stage of the research selection process involved two rounds of paper screening and elimination. The ableinitial screening was a careful examination of the article abstracts. There were 217 papers selected at this point in stage 1. To make sure the remaining publications complied with the researcher’s requirements, the authors reviewed each article twice and concentrated on the whole text during the second screening. Stage 2’s second round of selection resulted in the exclusion of 26 duplicate articles.
Data charting was done in stage 3 of the investigation utilising content analysis. The content analysis categories were chosen to reflect the initial research questions. The categories were author names and locations, publication year, study site, food type studied, study objectives, methods and results, the titles, abstracts, and keywords of 227 papers were examined. Following the identification of the aforementioned categories, each article was read a second time to gather information for each category of the content analysis.
Later 130 research papers were excluded, the majority of which were unrelated to the main subject (n = 47). 110 articles were fully read during the eligibility stage, and 36 were disqualified. Finally, 76 publications were included in the data extraction and outcomes synthesis processes. Studies using a mixed methodological approach, and a qualitative methodological approach, and all included reviews were published between 2020 and 2023.
The final step was gathering, condensing, and publishing the findings; to do this, content analysis data that had been extracted had been examined. The study’s findings are then presented shown in below .
Figure 1. Scoping review flowchart.
5. Materials and methods
A guide called PRISMA seeks to increase review transparency. Reviews that adhere to PRISMA’s guidelines make it easier for readers to judge if the methods used were appropriate and whether the findings were reliable (Zanetta et al., Citation2022).
6. Research question
The major purpose of the study question was to determine why customers primarily choose organic food in their consumption patterns, which formed the basis for the scoping review. Therefore, this study aims to comprehend the driving forces that emerged following the pandemic. Understanding the motivations influencing customer behaviour for organic food goods was another purpose of the inquiry. To look at the aspects that affect consumers’ impressions of organic foods. Finally, to comprehend how consumers define and perceive organic food items.
7. Motivators identified from the different literature reviews
There are many reasons to buy organic food, including concerns for your health, food safety, the environment, and ethical considerations. However, certain product characteristics influence these decisions, such as flavour, freshness, and appearance. Through several research studies (SCImago, Citation2022; World Health Organization, Citation2006) it was observed that the following motivating factors were identified as per the research perspectives and earlier literature was also included as a base to support the existing studies.
7.1. Health concern
According to multiple studies (Singh & Bhatia, Citation2023), the primary reason why people buy and consume organic food is for health reasons. Because consumers claim that organic foods are healthier than regular ones, they assume that organic food contains a higher concentration of vitamins and nutrients (Teixeira et al., Citation2021). In addition, it’s possible to predict that the epidemic will increase demand for nutrient-dense organic foods that are good for the immune system and a rise in the desire for nutrient-dense, organic, and healthful foods that boost immunity (Alrashdi et al. Citation2023).
7.2. Environmental concern
The second most common justification for eating organic food is health protection (Jonathan & Tjokrosaputro, Citation2022). Customers believe that organic agricultural practices are environmentally benign because they don’t use pesticides or other harmful substances (Abdullah et al., Citation2023). Dragolea et al. (Citation2023) note that whereas the elderly are more affected by concern for their health, younger consumers are more likely to choose organic products based on ecological considerations. According to specific studies (Najib et al., Citation2022) people buy organic food because they think it is better for animal welfare and also benefits the local economy.
7.3. Product attributes
Product qualities including taste, appearance, and freshness may have an impact on a consumer’s decision to buy organic food (Roseira et al., Citation2022). In Sweden, Italy, and the Netherlands, eating organic food is mostly driven by taste (Anis et al., Citation2022). The desire to buy organic food is considerably increased by taste and freshness (Barska, Wojciechowska-Solis, et al., Citation2023). For infrequent purchasers who want their organic food to be delicious as well as have a pleasing appearance, appearance is extremely crucial (Nafees et al., Citation2022).
7.4. Ecological motives
Customers worry about their health and safety due to environmental destruction (Iqbal et al., Citation2021). Customers choose organic products because they want to preserve the environment’s safety and purity for coming generations as well as for their health and safety (Arnautu & Dagenais Citation2021). According to Vehapi & Mitić, (Citation2021) this eco-friendly mindset demonstrates care for both the preservation of the environment and the well-being of animals.
The desire to only purchase products made without harming animals or the environment in general can be used to describe this (Lal et al., Citation2021). Consumers who are environmentally aware, also referred to as ethical consumers, support environmental other research indicates that a customer’s ecological drive is a significant element that may influence their choice to purchase organic food (Japutra et al., Citation2021). Given the continuing discussion on consumers’ ecological motivations and their intentions to purchase organic food, researchers hypothesise that an individual’s ecological motives may regulate the interplay between customer involvement in organic food, customer health consciousness, and customer concerns about food safety (Chaudhary, Citation2021; Chen & Clark, Citation2016).
7.5. Perceptions of quality
Many research have revealed that the majority of customers see fair trade, local farming, environmental protection, and animal welfare as social ideals associated with organic food (Chen & Clark Citation2016; Čolović & Mitić, Citation2021; Skalkos & Kalyva, Citation2023). The majority of consumers believe organic food has health benefits, according to numerous studies (Nagaraj, Citation2021; Roseira et al., Citation2022), most likely as a result of the restrictions on pesticide and chemical use in organic farming.
In addition, consumers who purchase organic products usually comment on how much better they taste than non-organic products (Barska, Wojciechowska-Solis, et al., Citation2023). Additionally, organic food is usually perceived as being more wholesome, fresher, and safer (Akter et al., Citation2023).
On the other side, the high cost, scarcity, subpar visual product quality and presentation, and scepticism in organic claims are the biggest barriers to buying organic food (Barska, Wojciechowska-Solis, et al., Citation2023). Although not universal, these opinions regarding organic food are generally comparable in both rich and underdeveloped countries (Kristia et al., Citation2023). To comprehend how consumers form these perceptions, this model quickly explains the underlying cognitive processes (Grashuis et al., Citation2020; Ham et al., Citation2016; Hessel et al., Citation2019).
7.5.1. The flavour/taste
Studies show that taste is an important criterion of quality, even when it comes to organic foods. A lot of individuals think that because organic foods are healthier, they taste better (Sánchez-Bravo et al., Citation2021). Because of this, it appears that the organic certification label is occasionally used as an outside cue to infer more significant flavour characteristics (Fitriana & Kristaung, Citation2020). According to one study, consumers believed that organic foods would provide significantly superior eating quality than conventional meals, but in reality, they were unable to identify the difference (Kabir & Islam, Citation2022). In circumstances like this, consumer expectations for quality might be so high that they override any differences in the quality of the experience (Hoxha & Musliu, Citation2021; Huang et al., Citation2021). When it came to organic pork, consumers recognised a poorer overall eating quality, but they nonetheless integrated their real sensory experience and matched it to their pre-existing quality expectations (Ishak et al., Citation2021; Jin et al., Citation2022). Therefore, it would seem that consumers alter their rating of the taste of organic food to match their high-quality expectations if the difference between expected and true eating quality is not too great. The organic label is no longer a credibility characteristic when it is used to infer sensory properties; instead, it has evolved significantly into a sensory feature (Skalkos & Kalyva, Citation2023).
7.5.2. Nutritional worth
The benefits of food prevention to health are clear. A meal is a short meal consisting of food and liquids combined to create a taste combination (Kerr & Hobbs, Citation2022). By assessing meals and keeping track of what is consumed, nutritionists can discover how the quality and health of one’s diet are affected by the various combinations of foods and drinks consumed throughout the day (Jagadeesh, Citation2020; Skalkos & Kalyva, Citation2023). The nutrients in food and their effects can interact because humans combine items in meals or snacks based on their recipes (Alrashdi et al., Citation2023). Daily dietary guidelines and other nutritional recommendations are provided to consumers. so, they may comprehend and adhere to them (Grujić & Grujčić, Citation2023). Nevertheless, there are notable geographical variations in food safety, nutritional content, and quality (Kuk et al., Citation2021; Lighter et al., Citation2020). The loss of flavour and nutrients caused by intensive farming and/or low-cost food processing, as well as the pollution of water and the food chain by persistent pesticide residues, are major obstacles to global production. (Bin et al., 2023). Consumers made healthier, safer, and higher-quality food choices during the epidemic than they had before (Bin et al., 2023). According to Orellana et al. (Citation2023) there has been a change in consumers’ consumption of processed foods, fruits, and vegetables. They also showed off new shopping behaviours including ‘conscious shopping’, ‘bartering’ for deals, and ‘paying attention to the basics’ (Skalkos & Kalyva, Citation2023). Instead, customers picked groceries as their preferred food, and although food is one of the essential human requirements, people continuously anticipated spending the majority of their money on it (Wang et al., Citation2022). Finally, studies conducted by Fleseriu et al. (2020) demonstrated that people were prepared to pay extra for items with a longer shelf life and ease of access. Significant differences were observed in the amount of several foods and nutrients consumed by Liguori et al. (Citation2022). These differences included the amount of ‘fruits and vegetables’, vitamin A, folic acid, calcium, iron, magnesium, phosphorus, and potassium consumed (Liu & Zheng, Citation2019; Luu, Citation2019; Mah et al., Citation2019). Consequently, clients who bought takeaway on a regular basis were more likely to consume inadequate amounts of nutrients.
7.6. The mood and tension
In terms of sadness, stress, and anxiety, the COVID-19 pandemic has had a substantial impact on consumer consumption and food selection behaviours (Skalkos & Kalyva, Citation2023; Yang et al., Citation2023) Along with higher unemployment and business disruption, the tremendous upheaval in consumer social relationships, contacts, and everyday lives has resulted in increasing financial strain, fear of disease, food insecurity, loneliness, and uncertainty about one’s future and means of subsistence (Uthai & Boonrahong, Citation2022). During the lockdown, parents had to feed and teach their children more frequently than usual, which had a significant impact on even families and caused them great stress (Marentes-Castillo et al. Citation2022). Emotional eating, or overeating when one is not truly hungry, is also a result of stress and unpleasant feelings. (Skalkos & Kalyva, Citation2023). For emotional reasons, it has been stated that throughout the epidemic, people consumed higher quantities of foods including sweets, fatty foods, and salty snacks (Marsola et al., Citation2020; Melović et al., Citation2020).
Emotional discomfort during the epidemic mediated the adverse effect on regular food consumption (Fleseriu et al., 2020). The importance of emotional discomfort as a fundamental theory to clarify strategies for coping, such as the ingestion of comfort foods, which were acknowledged as a result of the pandemic’s effects on the economy, interpersonal relationships, and health were also disclosed (Mohamad et al., Citation2023; Wang & Alexander, Citation2018). In a different study, behaviours from different sexes, women consumed larger amounts of high-sugar and high-calorie foods during COVID-19 for reasons of emotion, leading to greater weight gain compared to men (Barska, Wojciechowska-Solis, et al., Citation2023). Enablers of Organic food product consumption is grouped in .
Table 3. Enablers of organic food consumption.
7.7. Managerial implications
7.7.1. Marketing of organic food products
It is important to explain to consumers the distinctive qualities and advantages of organic food items while marketing them. Numerous studies have discovered several variables that affect how organic food items are marketed. Quality, price, availability, packaging, and labelling are some of these considerations (Akter et al., Citation2023). When compared to conventional food goods, organic food products are thought to be of greater quality (Najib et al., Citation2022). However, consumers may be discouraged from consuming organic food because they believe that they are more expensive than conventional food (Nosi et al., Citation2020). Consumers can learn about the organic status of food goods via the packaging and labelling (Anis et al., Citation2022).
7.7.2. Consumer perception and consumption of organic food products
The literature has devoted a great deal of study to consumer perception and consumption of organic food products (Morres et al. Citation2021). It has been discovered that a variety of factors, including health concerns, environmental concerns, trust in the organic labelling system, and personal values, might affect consumers’ willingness to pay a premium price for organic food items (Zheng et al., Citation2021). However, different customer categories have differing readiness to pay premium prices for organic food goods (Fitriana & Kristaung, Citation2020). Organic food products are more likely to be consumed by customers who are more environmentally and health-conscious (Dragolea et al., Citation2023).
7.7.3. Organic food products and sustainable consumption
Due to their eco-friendly farming methods, organic food items are thought to be more sustainable than conventional food products (Aulakh et al., Citation2022). Consuming organic food is seen as a sustainable and environmentally friendly practice (Sánchez-Bravo et al., Citation2021). Environmental awareness, social standards, and personal values are only a few examples of the many variables that affect the sustainable consumption of organic food products (Skallerud et al., Citation2021).
7.7.4. Consumer attitudes and perception towards organic food
Marketing and consumption of organic products are greatly influenced by consumer attitudes and opinions about organic food. Numerous studies show that customers relate organic food to better health, protection of the environment, and superior quality (Morres et al., Citation2021; Moruzzo et al., Citation2020; Nagy et al., Citation2022). For instance, a study by Pais et al., (Citation2023) discovered that the main reasons why people buy organic food are health, flavour, and environmental considerations. Additionally, people believe that organic food is both healthier and safer than conventional food (Nafees et al., Citation2022). These favourable attitudes towards organic food are expected to increase consumption, making them extremely relevant to the marketing of organic food. The rising demand among customers for wholesome and environmentally friendly food options is reflected in the rise of organic food items (Nevedida et al., Citation2022; Nie et al., Citation2021; Page et al., Citation2021). Consumer attitudes and opinions towards organic food items have been explored in several research (Pitt et al. Citation2017; Radwan et al., Citation2020). Customers are prepared to spend more on organic food items because of their perceived health benefits, quality, and environmental sustainability, according to a study by Sharma (Citation2020). In a similar vein, customers are more inclined to buy organic food products if they believe they are healthier and safer than conventionally produced food, according to a study by Nafees et al., (Citation2022). Yet, not every customer views organic food products favourably. Some consumers could be dubious about the benefits of organic food and may wonder why such products are so expensive. According to a study by Ramalingam (Citation2021), people are less inclined to buy organic food products if they believe they are pricey.
7.7.5. Consumer Perceptions and attitudes towards organic food products
The attitudes and opinions of consumers towards organic food items are significant determinants of their consumption behaviour (Rogero & Calder, Citation2018; Ruiz-Roso et al., Citation2020). Consumers generally believe organic food items to be safer, healthier, and more ecologically friendly than conventional food products, according to most studies (Nafees et al., Citation2022; Sawang et al., Citation2023). According to Sharma (Citation2020), this perception is based on the idea that organic food products are grown without the use of synthetic chemicals, pesticides, or fertilisers. In addition, customers frequently believe that organic food products have a better flavour and are of greater quality (Marty et al., Citation2021). However, numerous studies have also discovered that consumers’ perceptions of high pricing frequently restrict their willingness to pay for organic food products (Vapa-Tankosić et al., Citation2020). A significant obstacle to consumers switching to organic food goods is the price premium of organic food products over conventional food products (Aulakh et al., Citation2022). Consumers’ lack of knowledge about the organic certification process and its requirements also contributes to their scepticism and ambiguity regarding organic food items (Talwar et al., Citation2021).
7.7.6. Challenges in the marketing of organic food products
Regarding the rising demand for organic food, there are still certain difficulties in selling organic goods. The high cost of production is one of the biggest obstacles, which results in rising consumer prices (Lal et al., Citation2021). This can lead to a perception among consumers that organic food is only for the affluent, limiting the potential market (Sekhar et al., Citation2021). In addition, organic food products face strong competition from conventional products, which are often more widely available and lower priced (Najib et al., Citation2022).
Another significant challenge is the lack of clear labelling standards, which can lead to confusion and mistrust among consumers (Sithole et al., Citation2020). For example, the term ‘natural’ is often used interchangeably with ‘organic’, even though there is no regulatory definition for ‘natural’ products (Skalkos & Kalyva, Citation2023). This can lead to scepticism and confusion among consumers and limit the effectiveness of marketing efforts.
7.7.7. Marketing strategies for organic food products
Marketing tactics are essential to the distribution and promotion of organic food items. According to a study by Akter et al., (Citation2023), labelling, certification, and traceability are the best marketing techniques for organic food goods.
Labelling and certification schemes help to communicate the organic nature of the food product to consumers, and the authenticity and purity of the organic product are ensured throughout the supply chain with the aid of tracking mechanisms (Slavica & Mirjana, Citation2023; Smaira et al., Citation2021).
According to a study (Dilotsotlhe, Citation2021), in addition to labelling and certification, effective marketing methods include the use of ecologically friendly packaging and the promotion of the social and environmental advantages of organic food items. The use of environmentally friendly packaging aligns with the environmental sustainability values of organic food consumers while raising customer awareness and their readiness to pay a premium price for organic goods can be achieved by highlighting the social and environmental advantages of organic food items (Stöckl et al., 2023; Su et al., Citation2022).
Advertising is another important strategy, as it can increase consumers’ awareness of organic food products and their benefits (Zanetta et al., Citation2022). However, advertising should be carefully designed, as consumers are often sceptical of exaggerated health claims and may perceive them as manipulative (Grujić & Grujčić, Citation2023).
Finally, pricing strategies can also play a role in promoting organic food products. For example, offering discounts or promotions on organic food products can encourage consumers to try them and may lead to repeat purchases (Marty et al., Citation2021). Additionally, offering organic food products at similar prices to conventional food products may reduce the price barrier and increase their consumption (Berggreen-Clausen et al., Citation2022)
7.7.8. Challenges and opportunities for the organic food market
Although the demand for organic food items is still increasing, some several obstacles and opportunities must be considered for the sustainable growth of the organic food market (Teratanavat & Hooker, Citation2006; Tsuchiya et al., Citation2022). According to a study (Fitriana & Kristaung, Citation2020), the organic food market has the following difficulties: high production costs, limited availability of organic inputs, limited distribution channels, and a lack of consumer education and awareness.
However, there are also prospects for the organic food industry, particularly in developing nations where consumers are becoming more interested in making ecologically friendly and healthful food choices (Vonthron et al., Citation2020). According to a study by Baker et al. (Citation2022), there is a substantial potential for the expansion of the organic food market in Latin America as a result of rising consumer demand for healthy and sustainable food sources as well as increased public knowledge of the advantages of organic food products. Our study highlights the need for more research on various immigrant groups, such as families as opposed to single individuals and men’s perspectives on their purchasing habits for organic foods. (Dinc-Cavlak & Ozdemir, Citation2022).
8. Future directions for research
Several issues still need more research, despite the enormous study on organic food marketing and consumption. To give an understanding of the most effective marketing techniques for organic food items, studies that examine the efficiency of various marketing strategies, such as price promotions, labelling, and product positioning, are required. Research on consumer behaviour about organic food, including elements that affect decisions to buy and willingness to pay more, would also be very relevant to marketers.
To ascertain the potential impacts of new technologies, such as social media and e-commerce, on the marketing of organic foods, more research is required. A cross-cultural study on organic food marketing and consumption is necessary to identify the cultural and contextual factors that influence the consumption of organic foods in different locations.
9. Conclusion
Consequently, increased consumer worries about their health, the environment, and food safety have led to an increase in the popularity of organic food items in recent years. Understanding the traits and behaviour of the target market and being aware of the issues affecting the business are necessary for the effective marketing of organic food items. Consequently, increased consumer worries about their health, the environment, and food safety have led to an increase in the popularity of organic food items in recent years. Understanding the traits and behaviour of the target market and being aware of the issues affecting the business are necessary for the effective marketing of organic food items.
Author contribution model
Author 1: Mrs. K Raksha Shenoy
She performed the conceptualisation, Methodology, Data collection and writing the study
Author 2: Dr. V.K. Ranjith
He analysed the dataset and conceptualization in the study.
Author 3: Dr. Smitha Nayak
She Performed the Analysis and the overall concept, writing and editing.
Author 4: Dr. C Anirvinna
He analysed and supervisor of this paper.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Data availability statement
Data available on request from the authors. The data that support the findings of this study are available from the corresponding author, [Dr. V.K. Ranjith- Corresponding Author], upon reasonable request.
Additional information
Notes on contributors
K. Raksha Shenoy
K. Raksha Shenoy presently holding a position of Research Scholar at Department of Commerce, Manipal Academy of Higher Education, Manipal, India. I have an exposure of teaching and strong urge base towards research and publications.
V. K. Ranjith
Dr. V.K. Ranjith, Presently holding the position of Professor at Department of Commerce, Manipal Academy of Higher Education, Manipal, India. I bring two and half decades of teaching expertise in Strategic Management, Corporate Finance, Strategic Healthcare Management and Strategic Human Resource Management.
Smitha Nayak
Prof (Dr) Smitha Nayak (MBA, PhD, Erasmus Mundus Post-Doctoral Fellow) presently holding the position of Additional Professor in Management specializing in Marketing and Consumer Behavior. I bring two decades of teaching expertise, a strong inclination toward research, and active participation in consultancy assignments. My research focuses on Sustainable Production and Consumption, as well as Modeling Consumer Behavior.
C. Anirvinna
Dr. C. Anirvinna, MA, MBA, PhD presently holding the position of Associate Professor Faculty of Management and Commerce, TAPMI School of Business, Manipal University Jaipur India. I have two and half decades of teaching experience in General Management, Strategic management and Business perspectives.
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