Certification label and fresh organic produce category in an emerging country

An experimental study on consumer trust and purchase intention

Bibliographic Data

ID21295773
AuthorsEluiza Alberto De Morais Watanabe (0000-0001-5065-9266, Universidade de Brasília), Solange Alfinito (0000-0001-6235-7564, Universidade de Brasília), Luisa Lourenço Barbirato (0000-0001-7698-3232, Universidade de Brasília)
Year2021
Volume123
Issue6
Pages2258-2271
Publication date2021-06-28
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-09-2020-0808
OpenAlexW3133430738
LanguageEN
Citations received6
References cited41

Purpose Organic food consumption is growing, increasing the need for studies investigating the importance of organic certification labels in emerging countries. The research aims to identify the influence of certification labels and fresh organic produce categories (greenery, vegetable or fruit) on consumer trust and purchase intention. Design/methodology/approach An online experimental survey 3 × 3 was administered among 349 Brazilian consumers. Certification label and fresh organic produce category were designated as independent variables and manipulated to explore consumer trust and purchase intention. The authors performed a multivariate covariance analysis (MANCOVA) to analyze the data. Findings Results show that the certification label does not directly affect the dependent variables. It acts as a moderator and indirectly affects both consumer trust and purchase intention. Moreover, depending on the fresh organic produce category considered (greenery, vegetable or fruit), consumer trust changes. Sociodemographic characteristics, age and household income are also important. Finally, the greater the purchase frequency (the main predictor of the model), the greater the purchase intention and consumer trust. Originality/value The study contributes to deepen and expand studies involving organic food and to pave the way for future studies that aim to investigate the importance of certification labels of organic foods for consumers

Advertising · Affect (linguistics) · Agriculture · Business · Certification · Consumer behaviour · Consumption (sociology) · Economics · Geography · Moderation · Organic certification · Organic farming · Organic product · Originality · Sociology · Consumer Behavior in Brand Consumption and Identification · Environmental Sustainability in Business · Marketing · Organic Food and Agriculture · Psychology · Social Psychology

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