The consumer perception and purchasing attitude towards organic food: a critical review

Purpose The paper aims to critically review the literature based on the factors identified by the authors to discuss and provide direction for future research. The purpose of this study is to identify and analyze the factors responsible for affecting consumers' perceptions and purchasing attitudes toward organic food products. Design/methodology/approach The literature review follows the review methodology elaborating on key factors identified which affect the consumer's perception and attitude toward organic farming and products. A total of 50 articles are downloaded from different sources such as Google Scholar and Scopus and later the articles were finalized based on core areas and specializations. Findings The findings reveal that the behavioral aspect plays a crucial role in the adoption of organic products by consumers; also various factors such as customer perspective, demand and supply, health aspect, cost-effectiveness, standard and reliability are responsible in endorsing organic products. The authors also reveal that among the factors mentioned, the lack of a supply chain market for organic products is the prime concern for the non-availability of products. Research limitations/implications The lack of effective distribution and promotion system affects the availability of organic food products. Originality/value The paper provides a comprehensive review of organic food in terms of highlighting the factors affecting the perception and purchasing attitude of consumers toward organic food products consumption. Also, the present review study gives an idea of organizing the literature on the organic food based on factors influencing the customer responses.