Organic Food Sector Research Articles

Blockchain technology and consumers’ organic food consumption: a moderated mediation model of blockchain-based trust and perceived blockchain-related information transparency

Purpose While the application of blockchain technology in the organic food supply chain has been increasingly recognized, the extant knowledge of how blockchain-driven traceability influences consumer perceptions and purchase intentions remains underexplored. Grounded in the stimulus-organism-response theory, this study aims to construct a moderated mediation model to examine blockchain-enabled traceability’s direct and indirect impacts on organic food purchase intention through perceived blockchain-related information transparency, considering the moderating role of blockchain-based trust. Design/methodology/approach A purposive sample of 5,326 Vietnamese consumers was surveyed using the PROCESS macro to test the proposed hypotheses. Findings The findings indicate that blockchain-enabled traceability significantly enhances perceived blockchain-related information transparency, which positively influences organic food purchase intention. Furthermore, blockchain-based trust was found to positively moderate both the direct effect of transparency on purchase intention and the indirect impact of traceability on purchase intention through transparency. Practical implications Practical and managerial insights for stakeholders in the organic food sector are also discussed. Originality/value These results contribute to the literature by extending the stimulus-organism-response model to the context of blockchain technology in supply chains and highlighting the critical role of trust in moderating the effectiveness of technological innovations.

When Cows Become Heroes: The Construction of Animal Subjectivity and Environmental Sustainability in the Swedish Organic food Sector

An escalating consumption of animal products characterizes contemporary Western society, resulting in severe environmental consequences and heightened exploitation of animals. Among these issues, livestock production stands out as particularly detrimental due to its significant climate impact and land usage. Paradoxically, the Swedish organic food sector positions cattle as central to achieving sustainable food production. This article delves into the strategies employed by organic organizations to legitimize the consumption of cattle’s meat and dairy. The aim is to examine how Swedish organic organizations produce knowledge of sustainability, and how these sustainability constructions are intertwined with anthroparchy, a system of power relations between humans and cattle. Furthermore, the study investigates how cattle’s agencies and bodies are portrayed. Interviews, documents and media material from organic organizations in Sweden are analyzed to explore how carnism, norms of eating cattle’s meat and dairy, is maintained. The analytical framework applied is rooted in critical animal studies and draws inspiration from Foucauldian discourse analysis, examining the interplay between power and knowledge. The findings reveal that certain environmental aspects are emphasized to reinforce the norm of keeping cattle for food production, while other dimensions are overlooked. Organic organizations represent cows as active subjects transforming their environment to legitimize their status as consumable commodities. The findings also show how carnistic norms limit the organic sector’s ability to achieve environmental objectives. This study underscores how anthroparchy, the dominant power structures between humans and cattle, is reproduced in the Swedish organic context through sustainability discourses that emphasize the subjectivities of cattle.

Prosumers and Sharing Economy in the Organic Food Value Chain

Purpose This paper explores the contextual relevance of prosumers and sharing economy in organic food market in an emerging economy. Design/methodology/approach Case study approach was used to collect empirical data from different types of organic food value chains. Findings Farmer’s Organic food markets compared to online and health food stores tends to facilitate sharing economy more since it helps them to build value, scale and trust. By sharing resources, skills and spaces, farmers organic food markets have increased organic food availability, reduced its cost of certification & operation and managed consumer trust. Subjective influence through social media, prosumers and offline interaction reduces information asymmetry and irresponsible marketing opportunities. Originality/value The research offers a fresh perspective to the organic food sector, particularly with respect to the process of prosumption and sharing economy.

Competitive Strategy to Collaborative Strategy: Tale of organic food firms from an emerging economy

The socioeconomic changes in emerging economies shifted the market power from suppliers to customers. This compelled the firms to adopt a customer-centric approach, i.e., a differentiation strategy, to attain competitive advantage. The effective implementation of a differentiation strategy necessitates the adoption of value-chain thinking. The study aims to understand the transformation of linear supply chains to networked value chains as a firm moves toward differentiation. This study adopts a qualitative approach to understand the value chain of two Indian organic food firms, as organic foods are highly differentiated and customer-valued. Using the theoretical lens of transaction cost theory, evolution theory, and systems theory, this study attempts to highlight the business environment of organic foods. The study finds that as the stakeholder dependence is higher in the organic food sector, so does the need for cooperation and collaboration, thereby leading to network structure.

Problems and prospects for organic agriculture in Russia

ABSTRACT Russian policymakers have ambitions to become a major exporter of organic foods, capturing as much as 10% of the world’s organic market. Russia’s war with Ukraine and subsequent Western sanctions render this goal unrealistic for the foreseeable future. Aside from the war, this article examines factors that affect the growth of Russia’s organic food sector. We argue that although Russia’s organic food sector has come far in a short period of time, it is unlikely to dislodge the primacy of industrial agriculture, which remains the cornerstone of agricultural production in Russia and in other developed states. The organic food market in Russia is likely to remain a niche market, which means that Russia will remain wedded to industrial agriculture and the food it produces.

Crossing actors' boundaries towards circular ecosystems in the organic food sector: Facing the challenges in an emerging economy context

The demand for organic food is increasing worldwide. Studies have shown that the circular economy can bring environmental and operational improvements to the food sector. However, little is known about how the circular economy can contribute to organic food. From the perspective of circular ecosystems, this exploratory study aims to contribute to the emerging debate by identifying and analyzing the relationships between different actors in an ecosystem of organic food producers. Addressing this objective, a case study was carried out involving seven actors from an organic food ecosystem in Brazil. The main results revealed: (i) that the production of organic food is aligned with the principles of the circular economy; (ii) that the common goal of using and disseminating organic agriculture facilitates alignment between the actors in an ecosystem; (iii) the important role of the orchestrator, mainly to coordinate the different actors and technically support small producers/farmers; and (iv) that collaboration in an ecosystem favors the reuse of “waste” between farmers. In addition, our results identified that ecosystems face bureaucratic barriers to obtaining resources, and there is little collaboration between the actors and universities.

Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country

Abstract This article investigates the predictors of purchase behavior of the generation Z (Gen Z) in the Vietnamese organic food sector. We proposed a research model by extending the theory of planned behavior (TPB) with the motivation–opportunity–ability (MOA) framework to address the gap between purchase intention and behavior in the organic food market. Data from a self-administered online survey with 426 respondents living in the three biggest cities of Vietnam were analyzed in SmartPLS software to test proposed hypotheses. Our findings show that trust is the most crucial factor affecting the purchase behavior of Gen Z in the Vietnamese organic food sector. Notably, perceived barriers (PB) were found to positively influence purchase behavior. The present study suggests the organic food producers and suppliers to change their marketing strategies and policies in response to the demanding Vietnamese Gen Z.

Role of IoT in Food Safety

Organic products are grown up a system of agriculture without the use of chemicals, fertilizers and pesticides with an natural environment and social responsible. This method of farming that works at grass root level preserving the reproductive and regenerative capacity of the soil. It produces nutritious food rich in vitality which has resistance to diseases in food processing sector. Organic food sector covers fruit, vegetables, spices, meat, poultry, milk, fisheries, plantation, grains, etc, all are consumption from agro-processing industry. Now-a-days it is necessary to avoid the preservatives, additives that are sprayed on the food. Hence to find the harmful preservative is a challenge which can be overcome by using the IOT devices. Therefore in recent years there is a need to improve the awareness of the general public health about organic foods. The health conscious public is that most life style diseases are avoidable. The fear of getting sick is compelling people to start taking precautions and avoid unhealthy food. This article is spreading word about having a healthy lifestyle and guiding people to change their preference to organic diets.

Consumers’ perceptions and policy implications towards the future of the Organic Food Sector in Italy

Research on organic consumers’ preferences has been given a lot of attention in the past, analysing in detail the motives of organic food consumption across the World. Less attention has been paid to the expectations of consumers change in the context of growing complexities of sustainable agriculture. The main goal of this study is to explore how the ongoing changes of the organic sector are reflected in consumers’ perspectives of organic agriculture and their preferences for organic food quality. The study was conducted in Italy with the use of the Q-methodology with a Q-set of 44 statements and a P-set of 20 participants. Three main groups of consumers were identified: “Mainstreaming for the better good”, “Critical supporters looking for more”, “Organic intensification supporters”. Despite each ideal-typical group showing different perceptions of the future of the organic movement, they all shared similar policy implications. Three main topics of discussion emerged from the results of this study which are: the expectations of the consumers towards the future of the organic movement, the role of trust in purchasing behaviors and the importance of supporting rural development.

Socioeconomic Characteristics, Purchasing Preferences and Willingness to Consume Organic Food: A Cross-Location Comparison of Nine Cities in Central Ecuador.

Agriculture worldwide faces the need to reduce chemical pesticides and produce healthier food. In Latin America, research on the organic food sector primarily focuses on supply. Consumption analysis is crucial for providing information about customers' needs. This paper aims to analyze the Ecuadorian organic food sector, which is an interesting case for investigating the relationship between willingness to consume organic food and socioeconomic factors. To this end, 382 consumers were surveyed. The study applied a logit regression analysis to assess the role of socioeconomic factors in the willingness to consume organic food. Radar diagrams depict the percentage of respondents who checked a particular reason for choosing or refusing organic food. A cross-location comparison analysis was applied to identify differences between locations within the Central Ecuador region. Results reveal that Ecuadorian consumers' awareness rate of organic food is only 53.5%. Regarding organic food's price, 24% of consumers perceive it to be overly expensive. Based on strengthening the supervision of organic food production, various channels should be used to promote organic food consumption and facilitate the recognition of available organic food.

Assessing the role of organic food supply chain traceability on food safety and consumer wellbeing: A mediated-moderation investigation.

Drawing on dynamic capabilities theory, this study offers a comprehensive framework for examining the relationships between organic food supply chain traceability, consumer wellbeing, and food safety trust based in organic food sector. The study also explores how consumer awareness of organic food influences the relationship between consumer wellbeing and food safety. We also look at a mediated moderation mechanism in the relationships stated earlier. Using a survey as the primary data collecting method, a total of 221 usable responses were collected. To test the hypothesized relationships between all variables, SPSS PROCESS Macro 3.3 is utilized. The findings show that the organic food traceability OFSC affect food safety trust and food safety and consumer wellbeing are positively associated, while consumer awareness of organic food acts as a moderator on the relationship between food safety trust and consumer wellbeing. Also consumer awareness conditionally influences the strength of the indirect relationship between OFST and consumer wellbeing via food safety, thereby indicates a mediated moderation mechanism among the study variables. This study clarifies how consumer food safety trust and organic food traceability can enhance their wellbeing. It contributes to the theory of dynamic capabilities as well as organic traceable product marketing strategies.

Motivations and Challenges for Adoption of Organic Grain Production: A Qualitative Study of Iowa Organic Farmers.

Organic grains are essential for the organic food industry. In the U.S., low adoption of organic grain farming has constrained further development of the organic food sector. Organic food industry stakeholders have appealed to producers to increase domestic organic grain production. The U.S. federal government supports research and extension education regarding organic farming. In this context, there is a need for both agricultural researchers and extension professionals to further (1) examine the factors that motivate farmers to adopt organic grain farming and (2) identify the challenges that hinder farmers' adoption of organic grain farming. We conducted 17 in-depth interviews with organic grain farmers in Iowa, USA. By applying multiple social-behavioral theories as part of the analysis and comparing interview results with the literature, we gained insight into the ways in which farmers formed adoption motivations, and we captured the dynamics of the motivations. We specifically identified challenges to adoption that were associated with organic farming operation and management, organic market accessibility, information and inputs availability, social tension, and level of support from the government. These findings shed light on the ways in which farmers' adoption challenges have evolved with institutional, ecological, and technological changes over time and how contemporary research and extension may encourage adoption.

Developing agri-food value chains: learning networks between exploration and exploitation

ABSTRACT Purpose The present study explores the development of agri-food value chains from an organizational learning perspective, using the German organic food sector as an example. We illustrate how the development of local value chains unfolds over time and outline how facilitation can support this process. Design/methodology/approach The study used an action research design to facilitate change in practice and to create new knowledge. Data were collected through qualitative interviews, participant observation, and documentation of workshops and other learning activities. Data analysis and conceptualization followed a grounded theory approach. Findings The development process of value chains occurs in three phases, from joint exploration of the problem, through a phase of experimentation and implementation, to further cultivation of established collaborations among value chain actors. The development process oscillates between intra- and inter-organizational learning as well as explorative and exploitative activities. Practical implications The results of this study can help to understand and to further professionalize the practice of value chain development and provide guidance for facilitators and other stakeholder working in this field. Theoretical implications By drawing on the theory of exploration and exploitation, the study enhances the understanding of value chains collaboration in an inter-organizational setting. The study conceptualizes the development of agri-food value chains and the role of facilitators in the process. Originality/value There is little research to date that considers the development of value chains as a collaborative learning process. The presented grounded theory of local value chain development may inform further research on the transition towards a more sustainable agri-food system.

Impact of COVID-19 to customers switching intention in the food segments: The push, pull and mooring effects in consumer migration towards organic food

This article discusses the compelling challenges posed by the COVID-19 pandemic by examining how much a given conventional food sector is reliable and secure in providing healthy food. For this purpose, we relied on the push–pull-mooring (PPM) model to examine the consumer switching intentions from conventional food to organic food. To investigate this model, we utilised the quantitative method approach and collected 1000 valid responses from Chinese consumers for a better understanding of the consumer purchase and switching intention. Based on our findings, the COVID-19 pandemic strongly pushes Chinese consumer’s intentions towards organic food, even though the organic food sector is relatively new in China, which started in the 1990 s and no such legitimate evidence found that the food processing or packaging caused COVID-19 transmission. This research assists the decision makers and managers to understand and analyse the true consumer switching intention that drastically changes because of pandemics and consumers are self-protecting from any harm. This article also helps policymakers see the basic problems like a high price, availability issues, and less credence attribute knowledge getting away to the consumer from organic food and ensuring the availability, affordable price, and awareness regarding credence attribute through reanalysing and implementation of policies.

Uticaj kvaliteta Web sajta na kognitivne i afektivne stavove prema organskoj hrani

Using websites for commercial purposes has been noticeable in numerous areas in recent years, including the organic food market, among others. The era of digitalization has implied that an increasing number of consumers form their views on organic food based on information that is marketed via websites, instead of going to traditional stores. In accordance with that, the aim of the paper is to examine whether the quality of a website, measured by its usability, design and the quality of information, affects consumers' cognitive and affective attitudes towards organic products. In this paper, exploratory factor analysis is carried out along with multiple regression analysis. The research results indicate that, in the organic food sector, it is very important to have a website which is both usable and visually appealing, simultaneously containing quality and updated information, which all can greatly influence the formation of users' attitudes towards organic food, their attitudes being made of the rational emotional dimensions as well. The contribution of this research study is particularly significant bearing in mind the fact that attitudes towards organic food are mostly examined in a traditional environment, not so much in an online environment.

Opportunities and Challenges of Organic Agri-Food Organisations: A Case Study from India

The purpose of the study is to identify the opportunities and challenges for the organisations that are operating in the organic food sector in India. A case study has been presented about an organisation, which is one of the leading ones in India. Based on the existing body of literature and the case study approach, the opportunities and challenges have been identified, which are country-specific. Though there have been studies conducted to emphasise the preferences of the consumers for the organic food, this study is unique as it also presents a case study of the leading organic agri-food marketer to document the opportunities and the challenges present in the sector. The study focuses on the suppliers of the organic food. The present study captures the issues of the farmers, who are growing organic agricultural products in different parts of the country, the barriers in the downstream supply chain and the opportunities in the market due to the ever-increasing demand of the consumers for the organic food.

Factors Limiting the Development of the Organic Food Sector—Perspective of Processors, Distributors, and Retailers

Our study aimed to explore the factors limiting the development of the organic food sector in Poland from the perspective of processing, distributing, and retailing companies. We used a qualitative approach with in-depth semi-structured interviews with the management board representatives of 17 large- and medium-sized enterprises and the owners of 10 small and medium companies. The potential limiting factors, including legal, economic, technological, and environmental factors, were identified by reviewing the corporate and market reports of processing and retailing companies operating in the Polish organic sector. We used a thematic analysis recommended in the literature to analyze qualitative data. The main factors indicated by the managers were the legal concerns, limitations resulting from a lack of constant supply of organic raw materials, and increased competition on domestic and international markets. In addition, business activities in the Polish organic sector were affected by the instability of the financial situation in terms of financial liquidity, adequate cost, capital structure, and credits. The results of the study may be of value for policymakers to ensure sustainable development of the organic food sector in Poland.

Microbiological Safety of Food of Animal Origin from Organic Farms.

The organic food sector and consumer interest in organic products are growing continuously. The safety and quality of such products must be at least equal to those of conventional equivalents, but attaining the same standards requires overcoming a particular problem identified in organic food production systems: the occurrence of bacterial pathogens such as Salmonella, Campylobacter, Listeria monocytogenes, Staphylococcus aureus and pathogenic Escherichia coli. These food-borne microorganisms were detected in the production environments of such food. The prevalence of pathogenic bacteria in organic livestock and products may be higher, but may also be the same as or lower than in like material from conventional farms. Furthermore, the incidence of antimicrobial-resistant bacteria was more often detected in conventional than in organic production. The aim of this review was to present the recent information on the microbiological safety of food of animal origin produced from raw materials from organic farms.

Transitioning towards Organic Farming: Perspectives for the Future of the Italian Organic Wine Sector

In recent years, after the publication of Regulation (EU) 2018/848 on organic production and the labelling of organic products, all stakeholders have been considering threats and opportunities in the development of the organic food and beverage sector. The aim of the study outlined in this paper was to analyse the development prospects of the Italian organic wine sector in light of the Common Agricultural Policy (CAP) environmental and climate objectives. Specifically, the study focussed on applying a System Dynamics Approach (SDA) and a Network Analysis in order to explain how the most relevant social–economic determinants of the national organic wine sector are in all likelihood influencing the hoped-for shift from conventional to organic production. Such conversion appeared to be worth exploring because, despite the increasing global demand for organic wine, the economic effects on the entire system are still somewhat unclear from a dynamic perspective. The results of the study clearly demonstrated that public policies and regulatory actions at the national and European level will continue to be very influential for the future of the national organic wine system. Different development pathways, such as groups of operators and the adoption of the new national certification system for the sustainability of the entire wine supply chain, should be undertaken by Italian “small wine operators” in order to gain international markets.

Can opinion leaders through Instagram influence organic food purchase behaviour in Saudi Arabia?

PurposeThis study aims to investigate the influence of online opinion leadership and opinion seeking the intention to purchase and purchase behaviour of organic food in Saudi Arabia.Design/methodology/approachThis study used an online questionnaire as a method to collect data from Instagram users in Saudi Arabia. Statistical analysis was performed using the SmartPLS to test the research model.FindingsThe study demonstrates the links between the perceived benevolence of the opinion leadership through Instagram and purchase behaviour of organic food and between opinion seeking and intention to purchase.Practical implicationsThis study provides insights into the favourable impact of opinion leadership and opinion seeking on consumers’ intention to purchase and purchase behaviour for marketers, especially in the organic food sector of a Middle Eastern context.Originality/valuePrior studies have investigated the impact of opinion leadership and opinion seeking on purchase behaviour, but not within the organic food sector. This study attempts to fill this gap in the literature by providing useful insights to enhance the understanding of the influence of online opinion leadership on purchase behaviour of organic food. This study also makes a valuable contribution to organic food research in Middle East countries, where there is a lack of research on organic food purchase behaviour.