Understanding organic food consumer behaviour: Determinants, barriers, and emerging trends - A systematic review

Introduction

The global organic food market has experienced remarkable expansion over the past two decades, reflecting fundamental shifts in consumer values, dietary preferences, and environmental awareness (Rana & Paul, 2017; Madureira et al., 2025; Zidan et al., 2025) [35,47,70] . Contemporary consumers increasingly seek food products that align with their health aspirations, ethical considerations, and sustainability goals, positioning organic food as a significant component of modern dietary choices (Kushwah et al., 2019; Shenoy & Aithal, 2024) [32,53] . The organic food industry, once considered a niche market catering primarily to environmentally conscious consumers, has transitioned into mainstream retail channels, commanding substantial market share across developed and emerging economies alike (Nasir & Karakaya, 2014; Janssen, 2018; Thogersen et al., 2019) [29,41,60] . Understanding consumer behaviour towards organic food consumption has become imperative for multiple stakeholders, including food producers, retailers, policymakers, and public health authorities (Aertsens et al., 2009; Dangi et al., 2020; Sadiq et al., 2021) [1,15,50] . The complexity inherent in organic food purchase decisions extends beyond simple utility maximization, encompassing psychological, social, cultural, and situational factors that collectively influence consumer attitudes, intentions, and behaviours (Ajzen, 1991; Scalco et al., 2017; Massey et al., 2018) [3,38,51] . Research has demonstrated that while consumers often express favourable attitudes towards organic products, translating these positive dispositions into consistent purchase behaviour remains challenging, a phenomenon widely characterized as the attitude-behaviour gap (Aschemann-Witzel & Niebuhr Aagaard, 2014; Schäufele & Hamm, 2021) [4,52] . The present review endeavours to provide a comprehensive examination of the determinants underlying consumer behaviour towards organic food, synthesizing empirical evidence from diverse research contexts and theoretical perspectives (Ahmed et al., 2021; Liang & Lim, 2021; Yang et al., 2023) [2,33,66,67] . By critically evaluating the existing literature, this paper aims to identify key drivers and barriers influencing organic food consumption, assess the applicability of established theoretical frameworks, and highlight emerging research directions that merit scholarly attention (Basha et al., 2015; Bryła, 2017; Rūtelionė et al., 2024) [6,8] . The review contributes to the academic discourse by offering an integrated understanding of organic food consumer behaviour while providing actionable insights for practitioners engaged in organic food marketing and policy development (Canova et [10,11,69] .

Methodology

This study adopts a systematic review method to analyse existing research on consumer behaviour toward organic food. A systematic review was selected because it enables a structured, transparent, and reproducible process for identifying, evaluating, and synthesising prior research. This approach helps to systematically identify key determinants, barriers, and emerging trends influencing organic food consumption. Relevant studies were retrieved from major academic databases to ensure the quality and credibility of sources. The primary databases used were Scopus, Web of Science, Science Direct, and Google Scholar. These databases were selected because they provide access to peer-reviewed research in the areas of marketing, consumer behaviour, sustainability, and organic food studies. The literature search was conducted using combinations of keywords related to organic food and consumer behaviour. Boolean operators AND and OR were applied to refine and expand the search results. The main search string structure was as follows; Product context (organic food OR organic products OR organic consumption), Consumer behaviour (consumer behaviour OR purchase intention OR purchase behaviour OR buying behaviour OR food choice) and Influencing aspects (determinants OR factors influencing OR motivation OR attitudes OR barriers OR constraints OR trends). Database filters were applied to limit results to; Peer-reviewed journal articles, English language and publication period mainly between 2010 and 2025, with emphasis on recent studies To ensure the relevance of the review, specific criteria were applied; (a) Inclusion criteria studies were included if they; were published in peer-reviewed journals, were written in English, focused on consumer behaviour related to organic food, examined motivations, determinants, attitudes, barriers, or trends and were published mainly between 2010 and 2025 (with emphasis on recent studies). (b) Exclusion criteria studies were excluded if they; focused only on organic farming or production methods, did not include a consumer perspective, and were reports, theses, conference papers, or news articles.

The selection process was conducted in three steps: (1) Initial search -Articles were collected from databases using the selected keywords, (2) Title and abstract Screening -Irrelevant studies were removed after reviewing titles and abstracts, and (3) Full-text review -The remaining articles were read fully to ensure they met the inclusion criteria. The final set of selected studies formed the basis of the review. Important information from each selected study was recorded, including: Authors and year, country of study, research method used, theoretical framework, key factors influencing organic food consumption, identified barriers, and main findings. This helped in comparing results across different studies. The collected studies were analysed using a thematic approach. Similar findings were grouped into common themes. These themes were organised under three main categories; (1) Determinants of organic food consumer behaviour, (2) Barriers to organic food consumption, and (3) Emerging trends in organic food purchasing. This approach helped to identify patterns and major conclusions from the existing literature. This review only included studies published in English and available in selected databases. Some relevant regional studies may not have been included. However, the selected sources provide a broad and reliable overview of research on organic food consumer behaviour.

Conceptual Background and Definitions 3.1 Understanding Organic Food

Organic food refers to agricultural products cultivated and processed without the use of synthetic fertilizers, chemical pesticides, genetically modified organisms, or artificial additives (Bryła, 2017; Naspetti and Zanoli, 2006) [8,42] . The production of organic food adheres to specific agricultural standards designed to promote ecological balance, conserve biodiversity, and minimize environmental degradation (Hashemi et al., 2024; Thogersen et al., 2017) [24,59] . Organic farming practices emphasize sustainable methods that imitate natural ecological processes, reducing dependence on chemical inputs while maintaining soil health and water quality (Chai et al., 2022; Soroka and Wojciechowska-Solis, 2019) [11,55] . The organic certification process ensures compliance with national and international standards, providing consumers with assurance regarding the authenticity and quality of organic products (Murphy et al., 2022; Thøgersen et al., 2019) [39,60] . The conceptualization of organic food extends beyond production methods to encompass consumer perceptions of naturalness, purity, and authenticity (Bazhan et al., 2024; Malissiova et al., 2022) [7,37] . Consumers frequently associate organic food with attributes including chemicalfree cultivation, superior nutritional content, environmental friendliness, and enhanced taste (Chen, 2007; Eyinade et al., 2021) [12,19] . These perceived attributes significantly influence consumer attitudes and purchasing decisions, underscoring the importance of understanding how consumers construct their evaluations of organic food products (Gumber and Rana, 2021; Nunes et al., 2021) [21,44] .

Consumer Behaviour in the Organic Food Context

Consumer behaviour encompasses the processes through which individuals search for, select, purchase, use, and dispose of products to satisfy their needs and wants (Aertsens et al., 2009; Rana and Paul, 2017) [1,47] . In the context of organic food, consumer behaviour is shaped by a complex interplay of internal psychological factors and external environmental influences (Ahmed et al., 2021; Sadiq et al., 2021) [2,50] . The decision-making process involves cognitive evaluations of product attributes, affective responses to organic food associations, and behavioural manifestations in the form of purchase actions and consumption patterns (Liang and Lim, 2021; Liu and Zheng, 2019) [33,34] . Research has identified multiple dimensions of consumer behaviour relevant to organic food consumption, including awareness and knowledge, attitude formation, purchase intention development, actual purchase behaviour, and postpurchase evaluation (Kamboj et al., 2023; Kushwah et al., 2019) [30,32] . Each dimension is influenced by distinct sets of factors, necessitating a comprehensive analytical approach that considers the multifaceted nature of organic food www.extensionjournal.com consumption decisions (Dangi et al., 2020; Shenoy and Aithal, 2024) [15,53] .

Theoretical Frameworks in Organic Food Consumer Behaviour Research 4.1 Theory of Planned Behaviour

The Theory of Planned Behaviour has emerged as the predominant theoretical framework for investigating organic food purchase intention and consumption behaviour (Ajzen, 1991; Scalco et al., 2017) [3,51] . According to this framework, behavioural intention serves as the most proximate predictor of actual behaviour, with intention being determined by three primary antecedents: attitude towards the behaviour, subjective norms, and perceived behavioural control (Canova et al., 2020; Dangaiso et al., 2023) [10,16] . In the organic food context, attitude reflects consumers' overall evaluation of purchasing organic products, subjective norms capture the perceived social pressure to engage in organic food consumption, and perceived behavioural control represents consumers' beliefs regarding their ability to purchase organic food (Dorce et al., 2021; Suryavanshi et al., 2023) [17,57] . Empirical investigations have consistently demonstrated the applicability of the Theory of Planned Behaviour in explaining organic food purchase intentions across diverse cultural contexts (Aschemann-Witzel and Niebuhr Aagaard, 2014; Eberle et al., 2022) [4,18] . Studies conducted in China, India, Bangladesh, and European nations have confirmed significant positive relationships between attitudes, subjective norms, perceived behavioural control, and purchase intentions for organic food (Chekima et al., 2017; Ham et al., 2015) [13,22] . Research extending the basic framework has incorporated additional constructs including health consciousness, environmental concern, and moral attitude, enhancing the explanatory power of the model in predicting organic food consumption behaviour (Aungatichart et al., 2020; Köse and Aydemir, 2021) [5,31] . The Theory of Planned Behaviour has proven particularly valuable in understanding the cognitive processes underlying organic food purchase decisions (Massey et al., 2018; Pilelienė and Šontaitė-Petkevičienė, 2021) [38,46] . However, researchers have noted limitations in its ability to account for the attitude-behaviour gap observed in organic food consumption, suggesting that additional factors beyond those specified in the original framework may influence the translation of intentions into actual behaviour (Janssen, 2018; Schäufele and Hamm, 2021) [29,52] .

Value-Belief-Norm Theory

The Value-Belief-Norm theory provides an alternative theoretical lens for examining organic food consumption as a form of pro-environmental behaviour (Honkanen et al., 2006; Yang et al., 2023) [26,66,67] . This framework posits that personal values influence ecological worldviews, which in turn shape awareness of consequences and ascription of responsibility, ultimately activating personal norms that guide behavioural choices (Wei et al., 2022; Yang et al., 2023) [64,67] . The theory emphasizes the role of moral obligations in motivating sustainable consumption behaviours, including organic food purchases (Rūtelionė et al., 2024; Yang et al., 2023) [8,67] . Research applying the Value-Belief-Norm framework to organic food consumption has demonstrated that health values, environmental values, and altruistic values significantly influence consumers' beliefs about the consequences of their food choices (Hasan et al., 2023; Wang et al., 2023) [25,63] . These beliefs subsequently activate personal norms regarding the moral obligation to consume organic food, which predict both purchase intentions and actual consumption behaviour (Rana and Paul, 2020; Yang et al., 2023) [48,66,67] . The integration of health values into the traditional Value-Belief-Norm model has proven particularly relevant for understanding organic food consumption, given the prominent role of health concerns in motivating organic food purchases (Iqbal et al., 2021; Yang et al., 2023) [28,67] .

Stimulus-Organism-Response Model

The Stimulus-Organism-Response model offers a comprehensive framework for understanding how external stimuli influence internal psychological states, which subsequently determine behavioural responses (Sultan et al., 2021; Vergura et al., 2020) [56,62] . In the organic food context, stimuli include marketing communications, certification labels, price information, and product attributes, while organisms represent consumers' cognitive and affective processing of these stimuli (Liu and Zheng, 2019; Pham et al., 2019) [34,45] . The response dimension captures consumers' purchase intentions and actual buying behaviour (Liang and Lim, 2021; Sultan et al., 2021) [33] . Studies employing the Stimulus-Organism-Response model have examined how organic food characteristics and marketing practices influence consumer attitudes and purchase decisions (Mai et al., 2022; Nguyen et al., 2019) [36, 43] . Research has demonstrated that perceived organic food values, including health benefits, environmental protection, and naturalness, serve as stimuli that positively influence consumer attitudes, which subsequently enhance purchase intentions and willingness to pay premium prices (Chai et al., 2022; Yu et al., 2021) [11,68] . The model has proven valuable for understanding the psychological mechanisms through which organic food attributes translate into consumer behaviour (Shin et al., 2019; Sultan et al., 2021) [54,56] .

Theory of Consumption Values

The Theory of Consumption Values provides insights into the value dimensions that drive organic food consumption decisions (Köse and Aydemir, 2021) [31] . According to this framework, consumption choices are influenced by functional value (product utility and quality), emotional value (affective responses), social value (social image and approval), epistemic value (curiosity and novelty), and conditional value (situational factors) (Hansen et al., 2018; Köse and Aydemir, 2021) [23] . Research has demonstrated that multiple value dimensions significantly influence organic food purchase intentions, with functional quality, emotional value, and social value emerging as particularly important determinants (Bryła, 2021; Shin et al., 2019) [9,54] .

Determinants of Organic Food Consumer Behaviour 5.1 Health Consciousness and Food Safety Concerns

Health consciousness represents one of the most consistently identified drivers of organic food consumption www.extensionjournal.com across research contexts (Iqbal et al., 2021; Rana and Paul, 2020) [28,48] . Health-conscious consumers demonstrate heightened awareness of the relationship between dietary choices and personal well-being, leading them to prefer organic food products perceived as healthier, more nutritious, and free from harmful chemical residues (Chen, 2007; Shin et al., 2019) [12,54] . Research has established that health consciousness significantly influences attitudes towards organic food, which subsequently predict purchase intentions and consumption behaviour (Basha et al., 2015; Kamboj et al., 2023) [6,30] . The association between organic food and health benefits operates through multiple mechanisms (Eyinade et al., 2021; Hasan et al., 2023) [19,25] . Consumers perceive organic products as containing higher nutritional value, fewer pesticide residues, and no artificial additives, making them superior alternatives to conventionally produced food (Ahmed et al., 2021; Bazhan et al., 2024) [2,7] . Studies have demonstrated that consumers who prioritize health considerations exhibit stronger preferences for organic products and greater willingness to pay premium prices (Hu et al., 2024; Yu et al., 2022) [27,69] . The relationship between health consciousness and organic food consumption has been observed consistently across demographic groups and geographical regions, although the strength of this relationship varies across cultural contexts (Chai et al., 2022; Pham et al., 2019) [11,45] . Food safety concerns constitute a related but distinct motivational factor driving organic food consumption (Liu and Zheng, 2019; Yang et al., 2023) [34,66,67] . Growing awareness of food contamination incidents, pesticide residues, and chemical additives in conventionally produced food has heightened consumer anxiety regarding food safety (Chekima et al., 2017; Nguyen et al., 2019) [13,43] . Organic food, with its emphasis on chemical-free production methods, offers consumers perceived assurance of safety, reducing their concerns about potential health risks associated with conventional food consumption (Mai et al., 2022; Sultan et al., 2021) [36,56] . Research has confirmed that food safety concerns significantly influence consumer attitudes and purchase intentions towards organic food, particularly in contexts where food safety scandals have eroded public trust in the conventional food supply chain (Wang et al., 2023; Yang et al., 2023) [63] .

Environmental Concern and Sustainability Orientation

Environmental concern represents a significant altruistic motivation for organic food consumption, reflecting consumers' awareness of and concern about environmental problems associated with conventional agriculture (Hashemi et al., 2024; Soroka and Wojciechowska-Solis, 2019) [24,55] . Environmentally conscious consumers recognize the ecological benefits of organic farming practices, including reduced pollution, biodiversity conservation, soil health maintenance, and lower greenhouse gas emissions (Thøgersen et al., 2015; Thøgersen et al., 2017) [58,59] . Research has demonstrated that environmental concern positively influences attitudes towards organic food and strengthens purchase intentions, although the magnitude of this effect varies across studies (Aungatichart et al., 2020; Kose and Aydemir, 2021) [5,31] .

The relationship between environmental concern and organic food consumption is mediated by consumers' beliefs about the environmental consequences of their food choices (Dorce et al., 2021; Rūtelionė et al., 2024) [17] . Consumers who believe that their purchasing decisions can contribute to environmental protection are more likely to choose organic products as a means of expressing their environmental values (Wei et al., 2022; Yang et al., 2023) [64,66,67] . Studies have shown that environmental self-identity, defined as the extent to which individuals perceive themselves as environmentally responsible persons, moderates the relationship between environmental concern and organic food purchase behaviour (Rutelione et al., 2024; Wang et al., 2023) [49,63] . Sustainability orientation encompasses broader considerations beyond environmental protection, including social equity, animal welfare, and intergenerational responsibility (Dangi et al., 2020; Sadiq et al., 2021) [15,50] . Research has indicated that consumers with strong sustainability orientations demonstrate consistent preferences for organic products across food categories, viewing organic consumption as part of a broader commitment to sustainable lifestyles (Chai et al., 2022; Shenoy and Aithal, 2024) [11,53] . The integration of sustainability considerations into organic food research reflects the growing recognition that consumer choices are increasingly influenced by ethical and social responsibility concerns (Madureira et al., 2025; Zidan et al., 2025) [35,70] .

Perceived Quality and Sensory Attributes

Consumer perceptions of organic food quality significantly influence purchase decisions and willingness to pay premium prices (Gil et al., 2000; Gumber and Rana, 2021) [20, 21] . Quality perceptions encompass multiple dimensions, including nutritional content, freshness, taste, appearance, and overall product excellence (Eberle et al., 2022; Malissiova et al., 2022) [18,37] . Research has demonstrated that consumers generally perceive organic products as superior in quality compared to conventional alternatives, with these perceptions positively influencing attitudes and purchase intentions (Bryła, 2021; Nunes et al., 2021) [9,44] . Sensory attributes, particularly taste and freshness, play important roles in shaping consumer evaluations of organic food (Chen, 2007; Eyinade et al., 2021) [12,19] . Studies have found that consumers frequently associate organic products with superior taste, describing them as more authentic, natural, and flavourful than conventionally produced counterparts (Malissiova et al., 2022; Soroka and Wojciechowska-Solis, 2019) [37,55] . The expectation of enhanced sensory experiences contributes to consumers' willingness to pay higher prices for organic products (Hu et al., 2024; Yu et al., 2021) [27,68] . Research on consumer sensory experiences has revealed that organic consumers often link taste preferences to childhood memories and notions of authenticity, suggesting that sensory evaluations of organic food are influenced by both objective product characteristics and subjective associations (Hansen et al., 2018; Shin et al., 2019) [23,54] . The appearance and presentation of organic products also influence consumer perceptions, although research has yielded mixed findings regarding consumer preferences (Aschemann-Witzel and Niebuhr Aagaard, 2014; Bryła, www.extensionjournal.com 2017) [4,8] . Some studies suggest that consumers accept and even prefer the less standardized appearance of organic products, viewing visual imperfections as indicators of authenticity and natural production (Naspetti and Zanoli, 2006; Soroka & Wojciechowska-Solis, 2019) [42,55] . Other research indicates that consumers expect organic products to meet similar visual standards as conventional products while delivering superior taste and nutritional benefits (Eberle et al., 2022; Gumber & Rana, 2021) [18,21] .

Trust in Organic Certification and Labelling

Consumer trust in organic certification and labelling systems constitutes a critical determinant of organic food purchase behaviour (Canova et al., 2020; Murphy et al., 2022) [10,39] . Trust reflects consumers' confidence in the authenticity, reliability, and quality assurance provided by organic certification bodies and labels (Bryła, 2017; Thøgersen et al., 2019) [8,60] . Given that organic attributes represent credence qualities that cannot be directly verified by consumers, trust in certification systems serves as a proxy for product authenticity, reducing perceived risk and uncertainty in purchase decisions (Yu et al., 2021; Yu et al., 2022) [68,69] . Research has demonstrated that trust in organic certification significantly influences consumer attitudes, purchase intentions, and willingness to pay premium prices (Canova et al., 2020; Murphy et al., 2022) [10,39] . Studies have identified multiple dimensions of trust relevant to organic food consumption, including trust in certification bodies, trust in retailers, trust in producers, and trust in the integrity of the organic supply chain (Bryła, 2021; Thøgersen et al., 2017) [8,9,59] . Consumer trust varies across certification systems, with nationally recognized organic labels generally commanding higher trust than private labels or unfamiliar certification marks (Thøgersen et al., 2019; Murphy et al., 2022) [60] . The role of trust in organic food consumption is particularly significant in contexts characterized by information asymmetry, greenwashing concerns, and instances of fraudulent organic claims (Chai et al., 2022; Liu and Zheng, 2019) [11,34] . Consumer scepticism regarding the authenticity of organic labels has been identified as a barrier to organic food adoption, particularly in markets with limited regulatory enforcement or widespread product mislabelling (Janssen, 2018; Schäufele & Hamm, 2021) [29,52] . Research has emphasized the importance of transparent labelling, clear certification standards, and consistent regulatory oversight in building and maintaining consumer trust in organic food systems (Bryła, 2017; Thøgersen et al., 2019) [8, 60] .

Subjective Norms and Social Influence

Subjective norms capture the perceived social pressure to engage in organic food consumption, reflecting the influence of significant others including family members, friends, colleagues, and broader social reference groups (Ajzen, 1991; Ham et al., 2015) [3,22] . According to the Theory of Planned Behaviour, individuals who perceive that important people in their lives approve of organic food consumption are more likely to develop intentions to purchase organic products (Dangaiso et al., 2023; Suryavanshi et al., 2023) [16,57] . [22,51] . Studies have demonstrated that both types of norms significantly influence organic food purchase intentions, although their relative importance varies across cultural contexts (Dorce et al., 2021; Eberle et al., 2022) [17,18] . In collectivist cultures, where social approval and conformity carry greater weight, subjective norms have been found to exert stronger influence on organic food consumption compared to individualistic cultural contexts (Chekima et al., 2017; Thøgersen et al., 2015) [13,58] . Social influence extends beyond immediate reference groups to encompass broader social trends, media influences, and celebrity endorsements (Hasan et al., 2023; Nafees et al., 2022) [25,40] . Research has documented the role of social media platforms, health influencers, and online communities in shaping consumer attitudes and behaviours towards organic food (Kamboj et al., 2023; Sadiq et al., 2021) [30,50] . Word-of-mouth communication, both online and offline, significantly influences consumer awareness, knowledge, and purchase decisions regarding organic products (Nafees et al., 2022; Pilelienė & Šontaitė-Petkevičienė, 2021) [46] .

Price Sensitivity and Willingness to Pay Premium

Price constitutes the most frequently cited barrier to organic food consumption, with organic products typically commanding premium prices ranging from twenty to fifty percent higher than conventional alternatives (Aschemann-Witzel & Niebuhr Aagaard, 2014; Kushwah et al., 2019) [4,32] . The price premium reflects higher production costs associated with organic farming practices, certification expenses, lower yields, and supply chain constraints (Hashemi et al., 2024; Janssen, 2018) [24,29] . Consumer price sensitivity significantly influences the translation of positive attitudes into actual purchase behaviour, contributing to the attitude-behaviour gap observed in organic food research (Schäufele & Hamm, 2021; Aertsens et al., 2009) [1,52] . Research on willingness to pay for organic food has identified factors that moderate consumer price sensitivity (Gil et al., 2000; Hu et al., 2024) [20,27] . Health-conscious consumers, environmentally concerned individuals, and those with higher incomes demonstrate greater willingness to pay premium prices for organic products (Dorce et al., 2021; Yu et al., 2022) [17,69] . Studies have found that consumers' perceptions of the value derived from organic consumption relative to the price paid significantly influence their acceptance of price premiums (Hu et al., 2024; Köse & Aydemir, 2021) [31] . When consumers perceive that the health, environmental, and quality benefits of organic food justify the additional cost, they are more likely to accept premium pricing (Rana & Paul, 2020; Shenoy & Aithal, 2024) [48,53] . The relationship between income and organic food consumption has yielded complex findings in the literature (Janssen, 2018; Nasir & Karakaya, 2014) [29,41] . While higher income generally correlates with greater organic food consumption, research has indicated that income constraints do not prevent consumers from purchasing organic products www.extensionjournal.com when they perceive sufficient value (Gumber & Rana, 2021; Nafees et al., 2022) [21,40] . Some studies have documented that lower-income consumers adjust their overall food consumption patterns, purchasing smaller quantities of higher-quality organic products rather than foregoing organic consumption entirely (Naspetti & Zanoli, 2006; Vergura et al., 2020) [42,62] .

Availability and Accessibility

Limited availability and accessibility of organic products represent significant barriers to organic food consumption, particularly in rural areas and emerging markets (Chekima et al., 2017; Kushwah et al., 2019) [13,32] . Consumers who experience difficulty finding organic products in their regular shopping locations are less likely to integrate these products into their consumption patterns (Janssen, 2018; Schäufele & Hamm, 2021) [29,52] . Research has demonstrated that product availability significantly influences both purchase intentions and actual consumption behaviour, with greater accessibility positively associated with organic food adoption (Cramarenco et al., 2023; Nguyen et al., 2019) [14,43] . The expansion of organic product offerings in mainstream retail channels has contributed to increased consumer access and adoption (Janssen, 2018; Pilelienė & Šontaitė-Petkevičienė, 2021) [29,46] . Studies have documented the positive relationship between organic product placement, shelf space allocation, and consumer purchase behaviour (Aschemann-Witzel & Niebuhr Aagaard, 2014; Eberle et al., 2022) [4,18] . Online retail platforms have further enhanced organic food accessibility, enabling consumers to purchase products regardless of geographical location or proximity to specialized organic stores (Hasan et al., 2023; Pham et al., 2019) [25,45] . Convenience considerations also influence organic food consumption decisions (Cramarenco et al., 2023; Timpanaro et al., 2022) [14,61] . Consumers who perceive organic shopping as inconvenient, time-consuming, or requiring additional effort are less likely to consistently purchase organic products (Kushwah et al., 2019; Schäufele & Hamm, 2021) [32,52] . Research has highlighted the importance of integrating organic products into convenient shopping formats and locations to facilitate adoption among mainstream consumers (Nguyen et al., 2019; Pilelienė & Šontaitė-Petkevičienė, 2021) [43,46] .

Consumer Segmentation and Demographic Influences 6.1 Demographic Characteristics

Research has examined the relationship between demographic characteristics and organic food consumption, yielding findings that inform market segmentation strategies (Nasir & Karakaya, 2014; Gumber & Rana, 2021) [21,41] . Studies have consistently demonstrated that women exhibit stronger preferences for organic products compared to men, attributable to gender differences in health consciousness, environmental concern, and household food purchasing responsibilities (Bazhan et al., 2024; Nafees et al., 2022) [7,40] . Education level positively correlates with organic food consumption, with more educated consumers demonstrating greater awareness of organic benefits and stronger preferences for organic products (Janssen, 2018; Pilelienė & Šontaitė-Petkevičienė, 2021) [29,46] . Age-related patterns in organic food consumption have revealed interesting generational dynamics (Pham et al., 2019; Nafees et al., 2022) [40,45] . Younger consumers, particularly Millennials and Generation Z, demonstrate strong interest in organic products driven by health consciousness, environmental values, and ethical consumption concerns (Hasan et al., 2023; Kamboj et al., 2023) [25,30] . Research has indicated that younger generations place greater importance on food claims including organic certification, viewing organic consumption as aligned with their values regarding health and sustainability (Nafees et al., 2022; Suryavanshi et al., 2023) [57] . Older consumers, while showing lower overall adoption rates, demonstrate consistent purchase patterns once they become organic consumers (Janssen, 2018; Soroka & Wojciechowska-Solis, 2019) [29,55] . Family composition influences organic food consumption, with households containing young children exhibiting stronger preferences for organic products (Dorce et al., 2021; Eberle et al., 2022) [17,18] . Parents motivated by concerns for their children's health and development preferentially choose organic foods perceived as safer and more nutritious (Bazhan et al., 2024; Gumber & Rana, 2021) [7,21] . Research has documented that the presence of children serves as a catalyst for organic food adoption, with parents willing to pay premium prices to ensure their families consume healthier food products (Hu et al., 2024; Rana & Paul, 2020) [27,48] .

Generational Differences

Generational differences in organic food consumption reflect varying value priorities, consumption patterns, and attitudes towards sustainability across age cohorts (Nafees et al., 2022; Shenoy & Aithal, 2024) [40,53] . Generation Z consumers demonstrate the highest rates of organic food adoption, driven by strong environmental consciousness, health awareness, and ethical consumption values (Hasan et al., 2023; Kamboj et al., 2023) [25,30] . Research has indicated that Generation Z consumers prioritize organic certification and closely examine food labels when making purchase decisions, seeking alignment between product attributes and personal values (Suryavanshi et al., 2023; Yang et al., 2023) [57,66,67] . Millennial consumers similarly exhibit strong organic food preferences, motivated by health benefits, environmental considerations, and lifestyle aspirations (Nafees et al., 2022; Pham et al., 2019) [40,45] . Studies have found that Millennials are more willing to pay premium prices for organic products compared to older generations, reflecting their prioritization of health and sustainability over cost considerations (Hu et al., 2024; Yu et al., 2022) [27,69] . The purchasing power of Millennials, combined with their influence on household consumption decisions, positions this cohort as a significant driver of organic market growth (Kamboj et al., 2023; Sadiq et al., 2021) [30,50] . Baby Boomers and Generation X consumers demonstrate different consumption patterns, with health concerns and food safety issues serving as primary motivators for organic food adoption among these cohorts (Iqbal et al., 2021; Janssen, 2018) [28,29] . Research has indicated that older consumers may require more explicit communication of organic food benefits and clearer differentiation from www.extensionjournal.com conventional products to overcome established consumption habits (Soroka & Wojciechowska-Solis, 2019; Thøgersen et al., 2015) [55,58] .

Consumer Segmentation Approaches

Market segmentation studies have identified distinct consumer segments based on organic food consumption patterns, motivations, and attitudes (Gil et al., 2000; Nasir & Karakaya, 2014) [20,41] . Research has distinguished between committed organic consumers, occasional buyers, and nonpurchasers, with each segment characterized by different motivational profiles and barrier perceptions (Gumber & Rana, 2021; Nunes et al., 2021) [21,44] . Committed organic consumers demonstrate consistent organic purchasing across food categories, motivated primarily by health and environmental values, while occasional buyers selectively purchase organic products in specific categories based on situational factors and price considerations (Janssen, 2018; Schäufele & Hamm, 2021) [29,52] . Motivation-based segmentation has revealed variations in the primary drivers of organic food consumption (Kushwah et al., 2019; Rana & Paul, 2017) [32,47] . Health-oriented consumers prioritize personal well-being and family health when choosing organic products, while environmentallyoriented consumers emphasize ecological benefits and sustainability (Dangi et al., 2020; Rūtelionė et al., 2024) [15] . Research has documented that these motivational orientations influence not only product preferences but also information processing, brand loyalty, and willingness to pay (Köse & Aydemir, 2021; Shin et al., 2019) [31,54] . Understanding these segment-specific motivations enables marketers to develop targeted communication strategies that resonate with distinct consumer groups (Liang & Lim, 2021; Sadiq et al., 2021) [33,50] .

Barriers and Challenges in Organic Food Consumption 7.1 The Attitude-Behaviour Gap

The attitude-behaviour gap represents a central challenge in organic food consumer behaviour, describing the discrepancy between positive attitudes towards organic products and actual purchase behaviour (Aschemann-Witzel & Niebuhr Aagaard, 2014; Schäufele & Hamm, 2021) [4,52] . Research has consistently documented that consumers who express favourable attitudes towards organic food do not always translate these attitudes into purchase actions, limiting the growth potential of the organic food market (Aertsens et al., 2009; Kushwah et al., 2019) [1,32] . Multiple factors contribute to the attitude-behaviour gap in organic food consumption (Janssen, 2018; Scalco et al., 2017) [29,51] . Price barriers constitute the most frequently cited obstacle, with consumers citing cost concerns as reasons for not purchasing organic products despite positive attitudes (Aschemann-Witzel & Niebuhr Aagaard, 2014; Chekima et al., 2017) [4,13] . Limited availability, inconvenience, and established consumption habits further impede the translation of positive attitudes into consistent organic food purchases (Cramarenco et al., 2023; Timpanaro et al., 2022) [14,61] . Research has also identified cognitive factors including limited product knowledge, uncertainty about organic claims, and difficulty distinguishing organic from conventional products as contributors to the attitude-behaviour gap (Bryła, 2017; Liu & Zheng, 2019) [8,34] . Studies examining interventions to bridge the attitudebehaviour gap have highlighted the importance of addressing both motivational and ability factors (Schäufele & Hamm, 2021; Aungatichart et al., 2020) [5,52] . Strategies including price promotions, improved accessibility, consumer education, and trust-building initiatives have demonstrated potential for reducing the discrepancy between attitudes and behaviour (Cramarenco et al., 2023; Nguyen et al., 2019) [14,43] . Research has emphasized that closing the attitude-behaviour gap requires comprehensive approaches that address multiple barriers simultaneously rather than focusing on individual factors in isolation (Kushwah et al., 2019; Shenoy & Aithal, 2024) [32,53] .

Knowledge and Awareness Deficits

Limited consumer knowledge and awareness regarding organic food constitutes a significant barrier to adoption, particularly in emerging markets (Dangaiso et al., 2023; Eyinade et al., 2021) [16,19] . Studies have documented varying levels of organic food literacy among consumers, with many demonstrating inadequate understanding of organic production methods, certification standards, and product benefits (Bryła, 2021; Malissiova et al., 2022) [9,37] . Knowledge deficits impede informed decision-making and contribute to consumer uncertainty and scepticism regarding organic claims (Kamboj et al., 2023; Kushwah et al., 2019) [30, 32] . Research has established positive relationships between organic food knowledge and consumption behaviour, indicating that more knowledgeable consumers are more likely to purchase organic products (Janssen, 2018; Pilelienė & Šontaitė-Petkevičienė, 2021) [29,46] . Education, income, media exposure, and social participation have been identified as factors positively associated with organic food knowledge (Gumber & Rana, 2021; Sadiq et al., 2021) [21,50] . Studies have emphasized the importance of consumer education initiatives that improve understanding of organic food attributes, certification processes, and consumption benefits (Madureira et al., 2025; Soroka & Wojciechowska-Solis, 2019) [35,55] . Awareness of organic food availability, brands, and purchasing options varies across consumer segments and market contexts (Cramarenco et al., 2023; Pham et al., 2019) [14,45] . Research conducted in developing countries has highlighted awareness as a primary barrier to organic food adoption, with consumers often unaware of where to purchase organic products or how to identify authentic organic offerings (Dangaiso et al., 2023; Nafees et al., 2022) [16,40] . Marketing communications, point-of-sale information, and community education programs have been recommended as strategies for improving consumer awareness and facilitating organic food adoption (Pilelienė & Šontaitė-Petkevičienė, 2021; Suryavanshi et al., 2023) [46,57] .

Trust and Authenticity Concerns

Consumer distrust regarding organic food authenticity represents a significant barrier to market growth, particularly in contexts characterized by fraudulent claims, mislabelling, and inadequate regulatory enforcement (Chai www.extensionjournal.com et al., 2022; Liu & Zheng, 2019) [11,34] . Studies have documented consumer scepticism regarding whether products labelled as organic genuinely meet organic standards, with this scepticism negatively influencing purchase intentions and behaviour (Janssen, 2018; Schäufele & Hamm, 2021) [29,52] . Research has identified factors that influence consumer trust in organic food authenticity, including certification visibility, retailer reputation, brand credibility, and country of origin (Bryła, 2017; Thøgersen et al., 2019) [8,60] . Studies have demonstrated that consumers place greater trust in nationally recognized organic labels compared to private certifications or unfamiliar marks (Murphy et al., 2022; Thøgersen et al., 2017) [39,59] . Retailer-specific factors including perceived ethical practices, product sourcing transparency, and customer service quality also influence consumer trust in organic offerings (Yu et al., 2021; Yu et al., 2022) [68,69] . Strategies for building consumer trust in organic food include transparent labelling, traceability systems, thirdparty verification, and consistent regulatory enforcement (Bryła, 2021; Canova et al., 2020) [9,10] . Research has emphasized the importance of establishing clear, recognizable certification marks that consumers can rely upon as indicators of organic authenticity (Murphy et al., 2022; Thøgersen et al., 2019) [39,60] . Building trust requires coordinated efforts among producers, retailers, certification bodies, and regulatory authorities to ensure the integrity of organic supply chains and prevent fraudulent claims (Chai et al., 2022; Shenoy & Aithal, 2024) [11,53] .

Emerging Themes in Organic Food Consumer Behaviour Research 8.1 Digital Commerce and Online Organic Food Purchasing

The growth of e-commerce has significantly transformed organic food distribution and consumer purchasing patterns (Hasan et al., 2023; Kamboj et al., 2023) [25,30] . Online platforms have enhanced organic food accessibility, enabling consumers to purchase products regardless of geographical location or proximity to physical organic stores (Pham et al., 2019; Nguyen et al., 2019) [43,45] . Research has documented increasing consumer willingness to purchase organic food through digital channels, with well-educated, high-income consumers demonstrating particularly strong adoption of online organic food shopping (Hasan et al., 2023; Sadiq et al., 2021) [50] . Studies examining factors influencing online organic food purchases have identified platform trustworthiness, convenience, product variety, price competitiveness, and delivery reliability as significant determinants (Kamboj et al., 2023; Yu et al., 2021) [30,68] . The COVID-19 pandemic accelerated the adoption of online organic food purchasing, with consumers increasingly relying on digital channels to obtain organic products during lockdown periods (Cramarenco et al., 2023; Timpanaro et al., 2022) [14,61] . Research has indicated that pandemic-induced changes in online purchasing behaviour have persisted beyond the acute crisis period, suggesting lasting transformation of organic food shopping patterns (Cramarenco et al., 2023; Madureira et al., 2025) [35] . Social commerce platforms, including social media marketplaces and influencer-driven purchasing, have emerged as significant channels for organic food distribution (Hasan et al., 2023; Nafees et al., 2022) [25,40] . Research has examined how social commerce characteristics influence consumer perceptions and purchase intentions, finding that community interaction, information sharing, and social recommendations positively influence organic food purchases through digital platforms (Kamboj et al., 2023; Sadiq et al., 2021) [30,50] .

Impact of COVID-19 on Organic Food Consumption

The COVID-19 pandemic significantly influenced consumer behaviour towards organic food, accelerating trends towards health-conscious consumption and sustainable food choices (Cramarenco et al., 2023; Timpanaro et al., 2022) [14,61] . Research has documented substantial increases in organic food purchases during the pandemic period, driven by heightened health awareness, food safety concerns, and desire for immunity-boosting nutrition (Chai et al., 2022; Pham et al., 2019) [11,45] . Studies conducted across multiple countries have confirmed shifts in consumer preferences towards organic and natural food products as responses to pandemic-related health concerns (Cramarenco et al., 2023; Madureira et al., 2025) [35] . The pandemic catalyzed broader changes in food consumption patterns beyond increased organic adoption (Timpanaro et al., 2022; Zidan et al., 2025) [61,70] . Research has documented greater attention to food sourcing, ingredient quality, and nutritional content among pandemicera consumers (Chai et al., 2022; Nguyen et al., 2019) [11,43] . Studies have indicated that these behavioural changes reflect fundamental shifts in consumer values rather than temporary responses to crisis conditions, suggesting lasting impacts on organic food demand (Cramarenco et al., 2023; Madureira et al., 2025) [14,35] . Post-pandemic research has examined the persistence of pandemic-induced behavioural changes, finding that heightened interest in organic food consumption has continued beyond the acute crisis period (Madureira et al., 2025; Zidan et al., 2025) [35,70] . Consumer awareness of health-diet relationships, increased through pandemic experiences, has sustained demand for organic products perceived as healthier and safer (Chai et al., 2022; Timpanaro et al., 2022) [11,61] . Research has emphasized that the pandemic represented a transformative moment for organic food markets, accelerating mainstream adoption and normalizing organic consumption among broader consumer segments (Cramarenco et al., 2023; Shenoy & Aithal, 2024) [14, 53] .

Cross-Cultural Variations

Cross-cultural research has revealed significant variations in organic food consumer behaviour across national and regional contexts (Nafees et al., 2022; Thøgersen et al., 2015) [40,58] . Studies comparing developed and emerging market consumers have documented differences in primary motivations, barrier perceptions, and behavioural patterns (Thøgersen et al., 2019; Zidan et al., 2025) [60,70] . In developed Western markets, environmental concern and ethical consumption values play relatively greater roles in driving organic food adoption, while health and safety concerns predominate in emerging market contexts (Ahmed www.extensionjournal.com et al., 2021; Dangaiso et al., 2023) [2,16] . Country-of-origin effects influence consumer evaluations of organic food products, with consumers generally preferring organic products from economically developed countries perceived as having stringent regulatory standards (Bryła, 2021; Thøgersen et al., 2017) [8,9,59] . Research conducted across European and Asian markets has demonstrated that consumers in less developed economies may place greater trust in imported organic products bearing recognized international certifications compared to domestic organic offerings (Thøgersen et al., 2015; Thøgersen et al., 2019) [58,60] . These findings underscore the importance of understanding cultural context when developing organic food marketing strategies (Nafees et al., 2022; Wei et al., 2022) [40,64] . Cultural values, including individualism-collectivism orientations and power distance, influence the relative importance of different factors driving organic food consumption (Chekima et al., 2017; Thøgersen et al., 2015) [13, 58] . Research has indicated that subjective norms exert stronger influence on organic food purchase intentions in collectivist cultures, where social approval and conformity carry greater significance (Dangaiso et al., 2023; Nafees et al., 2022) [16,40] . Understanding these cultural variations enables marketers to develop culturally appropriate communication strategies and positioning approaches (Rūtelionė et al., 2024; Zidan et al., 2025) [70] .

Implications and Future Research Directions 9.1 Theoretical Implications

The review of consumer behaviour towards organic food consumption reveals several theoretical implications that merit scholarly attention (Ajzen, 1991; Scalco et al., 2017) [3, 51] . The consistent applicability of the Theory of Planned Behaviour across research contexts confirms its utility as a foundational framework for organic food consumer research (Dangaiso et al., 2023; Massey et al., 2018) [16,38] . However, the persistent attitude-behaviour gap observed in organic food consumption suggests the need for theoretical extensions that better capture the translation of intentions into behaviour (Aschemann-Witzel & Niebuhr Aagaard, 2014; Schäufele & Hamm, 2021) [4,52] . Integration of constructs including habit, past behaviour, and implementation intentions into extended theoretical models offers promising directions for addressing this limitation (Janssen, 2018; Mai et al., 2022) [29,36] . The Value-Belief-Norm theory provides valuable insights into the moral dimensions of organic food consumption, highlighting the role of personal norms and ethical obligations in motivating sustainable food choices (Honkanen et al., 2006; Yang et al., 2023) [26,66,67] . Research integrating health values into this framework has demonstrated the importance of considering both egoistic and altruistic motivations in understanding organic food consumption (Hasan et al., 2023; Wei et al., 2022) [25,64] . Future theoretical development should explore the interplay between self-interested health motivations and altruistic environmental concerns in shaping organic food behaviour (Rana & Paul, 2020; Rūtelionė et al., 2024) [48] . The application of consumption value theory to organic food has revealed the multidimensional nature of value perceptions driving consumer choices (Köse & Aydemir, 2021; Hansen et al., 2018) [23,31] . Research has demonstrated that consumers derive functional, emotional, social, and epistemic value from organic food consumption, with the relative importance of these dimensions varying across consumer segments and contexts (Bryła, 2021; Shin et al., 2019) [9,54] . Further theoretical work should examine how these value dimensions interact to influence consumption decisions and how value perceptions evolve over the course of consumer engagement with organic products (Liang & Lim, 2021; Sultan et al., 2021) [33,56] .

Practical Implications

The findings synthesized in this review carry significant practical implications for marketers, retailers, and policymakers engaged in organic food promotion (Rana & Paul, 2017; Shenoy & Aithal, 2024) [47,53] . Marketing communications should emphasize health benefits given the predominance of health consciousness as a purchase motivation, while also addressing environmental and ethical dimensions to appeal to diverse consumer segments (Iqbal et al., 2021; Kushwah et al., 2019) [28,32] . Transparent communication of organic certification, sourcing practices, and quality assurance processes is essential for building consumer trust and overcoming authenticity concerns (Canova et al., 2020; Murphy et al., 2022) [10,39] . Pricing strategies should consider the documented price sensitivity of organic food consumers while recognizing that committed organic buyers demonstrate willingness to pay premiums for perceived value (Hu et al., 2024; Yu et al., 2022) [27,69] . Promotional strategies including temporary price reductions, loyalty programs, and value communication may effectively expand the organic consumer base by reducing price barriers for price-sensitive segments (Dorce et al., 2021; Gil et al., 2000) [17,20] . Research has indicated that demonstrating value-for-money rather than simply lowering prices represents a more sustainable approach to addressing price concerns (Köse & Aydemir, 2021; Rana & Paul, 2020) [31,48] . Retailers should prioritize organic food accessibility through expanded product assortments, convenient store locations, and effective online distribution channels (Hasan et al., 2023; Janssen, 2018) [25,29] . Research has demonstrated that improved availability positively influences both purchase intentions and actual behaviour, suggesting that distribution strategy represents a critical lever for organic market growth (Cramarenco et al., 2023; Nguyen et al., 2019) [14,43] . Integration of organic products into mainstream retail formats reduces the effort required for organic purchasing, facilitating adoption among convenience-oriented consumers (Pilelienė & Šontaitė-Petkevičienė, 2021; Pham et al., 2019) [45,46] .

Policy Implications

Policymakers seeking to promote organic food consumption should consider interventions addressing multiple barriers simultaneously (Dangi et al., 2020; Sadiq et al., 2021) [15,50] . Consumer education initiatives that improve organic food knowledge and awareness can facilitate informed decisionmaking while reducing scepticism regarding organic claims (Eyinade et al., 2021; Kamboj et al., 2023) [19,30] . Research has emphasized the importance of clear, consistent labelling standards that enable consumers to easily identify authentic organic products (Bryła, 2017; Thøgersen et al., 2019) [8,60] . Regulatory frameworks ensuring the integrity of organic certification systems are essential for maintaining consumer trust and preventing fraudulent claims (Chai et al., 2022; Murphy et al., 2022) [11,39] . Studies have documented that trust in certification significantly influences purchase behaviour, underscoring the importance of effective regulatory oversight (Canova et al., 2020; Thøgersen et al., 2017) [10,59] . Policy measures supporting organic farmers through certification subsidies, technical assistance, and market access initiatives can enhance organic product availability while reducing price premiums (Hashemi et al., 2024; Soroka & Wojciechowska-Solis, 2019) [24,55] . Public procurement policies favouring organic food in institutional settings including schools, hospitals, and government facilities can expand organic market demand while promoting public health objectives (Timpanaro et al., 2022; Zidan et al., 2025) [61,70] . Research has indicated that exposure to organic food in institutional contexts increases consumer familiarity and may facilitate subsequent adoption in household purchasing decisions (Cramarenco et al., 2023; Madureira et al., 2025) [14,35] .

Directions for Future Research

Future research should address several gaps identified through this review (Kushwah et al., 2019; Rana & Paul, 2017) [32,47] . Longitudinal studies examining the evolution of consumer behaviour over time would provide insights into how attitudes, motivations, and consumption patterns develop and change throughout the consumer lifecycle (Janssen, 2018; Schäufele & Hamm, 2021) [29,52] . Research tracking individual consumers from initial awareness through established consumption would enhance understanding of the organic food adoption process (Aungatichart et al., 2020; Eberle et al., 2022) [5,18] . Cross-cultural comparative research should be expanded to include underrepresented geographical regions, particularly Africa, Latin America, and the Middle East, where organic food markets are emerging but consumer behaviour research remains limited (Dangaiso et al., 2023; Nafees et al., 2022) [16, 40] . Such research would enhance the generalizability of existing findings while identifying culturally specific factors influencing organic food consumption (Thøgersen et al., 2015; Zidan et al., 2025) [58,70] . The role of digital technologies in shaping organic food consumer behaviour merits continued investigation (Hasan et al., 2023; Kamboj et al., 2023) [25,30] . Research should examine how social media influences, online reviews, and digital marketing communications affect consumer attitudes and purchase decisions (Sadiq et al., 2021; Yu et al., 2021) [50, 68] . The growing importance of online purchasing channels suggests the need for research specifically examining the digital organic food shopping experience and factors distinguishing online from offline purchase behaviour (Cramarenco et al., 2023; Pham et al., 2019) [14,45] . Finally, research should explore the post-consumption phase of organic food behaviour, including satisfaction, loyalty, and advocacy (Yu et al., 2022; Yu et al., 2021) [68,69] . Understanding how consumption experiences shape repeat purchase behaviour and word-of-mouth recommendations would provide insights valuable for customer retention and organic market expansion (Nafees et al., 2022; Pilelienė & Šontaitė-Petkevičienė, 2021) [40,46] .

Conclusion

This comprehensive review has synthesized contemporary research on consumer behaviour towards organic food, examining the multifaceted determinants that shape purchase intentions and consumption patterns (Aertsens et al., 2009; Ahmed et al., 2021) [1,2] . The analysis reveals that organic food consumption is driven by a complex interplay of health consciousness, environmental concern, quality perceptions, trust in certification, and socio-demographic factors, operating within established theoretical frameworks including the Theory of Planned Behaviour, Value-Belief-Norm theory, and Stimulus-Organism-Response model (Ajzen, 1991; Scalco et al., 2017; Sultan et al., 2021) [3,51,56] . Health consciousness emerges consistently as the predominant motivation for organic food consumption across research contexts, reflecting consumer perceptions of organic products as healthier, safer, and more nutritious than conventional alternatives (Basha et al., 2015; Rana & Paul, 2020) [6,48] . Environmental concern provides an important secondary motivation, particularly among consumers with strong sustainability orientations and ecological values (Dorce et al., 2021; Hashemi et al., 2024) [17,24] . Trust in organic certification systems critically influences purchase decisions, with consumer confidence in label authenticity serving as a prerequisite for organic food adoption (Canova et al., 2020; Murphy et al., 2022) [10,39] . The persistence of the attitude-behaviour gap represents a central challenge for organic food markets, with price sensitivity, limited availability, and knowledge deficits identified as primary barriers preventing the translation of positive attitudes into consistent purchase behaviour (Aschemann-Witzel & Niebuhr Aagaard, 2014; Kushwah et al., 2019) [4,32] . Addressing these barriers requires coordinated efforts among producers, retailers, certification bodies, and policymakers to enhance organic food accessibility, reduce price premiums, and build consumer trust through transparent communication and rigorous regulatory oversight (Janssen, 2018; Thøgersen et al., 2019) [29, 60] . Emerging themes including digital commerce, pandemicinduced behavioural changes, and cross-cultural variations add complexity to the understanding of organic food consumer behaviour while opening new avenues for research and practice (Cramarenco et al., 2023; Hasan et al., 2023) [14,25] . The growth of online organic food purchasing, accelerated by the COVID-19 pandemic, has transformed distribution channels and expanded consumer access (Kamboj et al., 2023; Timpanaro et al., 2022) [30,61] . Crosscultural research has revealed significant variations in motivational profiles and barrier perceptions, underscoring the importance of culturally contextualized approaches to organic food marketing and policy (Nafees et al., 2022; Thøgersen et al., 2015) [40,58] . The synthesis of research findings presented in this review provides a foundation for continued scholarly inquiry while offering actionable insights for practitioners engaged in organic food production, marketing, and policy development (Rana & Paul, 2017; Shenoy & Aithal, 2024) [47, 53] . As consumer awareness of health, environmental, and www.extensionjournal.com ethical considerations continues to grow, understanding and responding to the determinants of organic food consumer behaviour becomes increasingly imperative for realizing the potential of organic food systems to contribute to sustainable food futures (Madureira et al., 2025; Zidan et al., 2025) [35,70] .

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