Perception, Trust, and Motivation in Consumer Behavior for Organic Food Acquisition: An Exploratory Study

Area of Science:

• Consumer Behavior
• Sustainable Food Systems
• Nutritional Science

Background:

• A sustainable healthy diet is crucial for human well-being and environmental protection.
• Organic food consumption is linked to environmental resource protection and biodiversity preservation.
• Understanding factors influencing organic food acquisition is vital for promoting sustainable diets.

Purpose of the Study:

• To investigate sociodemographic factors, knowledge, trust, and motivations behind organic food acquisition behavior.
• To analyze consumer perceptions and attitudes towards organic foods in Romania.
• To identify key drivers and barriers for organic food consumption.

Main Methods:

• An online survey was conducted using the Google Forms platform.
• Data was collected from 316 respondents between March 1 and May 31, 2024.
• Statistical analysis was performed to identify correlations between variables.

Main Results:

• Higher education levels and informed consumers reported significant satisfaction with organic food.
• Age (25-65), moderate-to-high satisfaction, confidence in eco-labels, and income correlated positively with eco-food recommendations.
• Obese respondents showed minimal satisfaction and avoided eco-food recommendations.
• Income and residence were not essential factors in higher price perception for organic foods.

Conclusions:

• Sociodemographic factors significantly differentiate consumers and influence their attitudes and motivations regarding organic food acquisition.
• Knowledge, perception, and trust are key elements in the Romanian organic food market.
• Targeted information and building trust in eco-labels can enhance organic food consumption.