Confidence in organic food: a cross-country choice based conjoint analysis of credibility factors

Abstract

Abstract The primary objective of this research is to examine the diverse product attributes related to the credibility of organic food. Given that organic quality of food products is considered a credence attribute, establishing credibility plays a pivotal role in consumers’ decision-making processes when purchasing organic products. The lack of credibility represents a significant barrier to the growth of the organic market. Therefore, it is crucial to explore the specific product attributes that can enhance the perceived credibility of organic products. To assess the various factors influencing credibility, a choice-based conjoint method was employed. The study involved Hungarian participants (n = 652) and Polish participants (n = 290), who were asked to select a hypothetical product they deemed more credible. The findings reveal that the country of origin, appearance, and packaging exert the most substantial influence on the perceived credibility of organic food. Additionally, price and the place of purchase were identified as factors that also impact consumer perceptions.