Consumer trust and organic food product credibility play a crucial role in understanding consumer behavior. The aim of this review is to identify extrinsic factors which influence consumers’ perceived trust in organic food. The research was conducted based on the PRISMA guidelines. During our search, 429 articles were found, from which 55 studies were selected for further analysis. To assess the connection between the selected articles, a bibliometric analysis was done with VOSViewer and CitNetExplorer software. The following factors were identified as influencing the credibility of organic food: labeling, certification, place of purchase, country of origin, brand, price, communication, product category, packaging. From these, labeling, certification, and country of origin are well-researched factors in relation to credibility. The significance of the other discovered factors is supported; nonetheless, further research is needed to evaluate their effect on consumer trust.

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.

Plastic, integral to food packaging since the 1950s, has become a global environmental concern due to its contribution to microplastic pollution. Microplastics harm ecosystems, impacting wildlife and human health. Amid increasing focus on sustainability, global initiatives target sustainable production and consumption, but consumers struggle to verify product claims, leading to potential greenwashing, particularly in the food industry. We conducted an experiment focusing on pasta products with varied packaging and labeling attributes. Findings suggest that consumers are willing to pay more for products with both biodegradable packaging and Product Environmental Footprint (PEF) labels, indicating heightened trust and perceived sustainability. Information about microplastics’ adverse environmental effects influenced consumer valuation, particularly among females, higher-income individuals, and those with stronger environmental concerns.

The organic food market’s rapid expansion necessitates an understanding of factors influencing consumer behavior. This paper investigates the impact of packaging colors on perceptions and willingness to pay (WTP) for organic foods, utilizing an experimental auction among university students. Drawing on previous research, we explore how colors influence perceived healthiness, premiumness, trust, and sustainability. The results indicate nuanced responses to different colors, emphasizing the need for businesses to adopt tailored packaging strategies. White and green dominate organic food packaging, aligning with associations of freshness and health. However, the study uncovers varied consumer responses, suggesting a more intricate relationship between color, trust, premiumness, and healthiness perceptions. Demographic factors such as age, gender, income, and residence areas influence WTP for organic foods with different colors, emphasizing the importance of diverse consumer segments in marketing strategies. Trust and perceived premiumness significantly influence WTP, highlighting their pivotal role in consumer valuation. The results highlight that green packaging builds trust among non-organic buyers, while organic buyers are influenced by a broader range of colors that emphasize premiumness and healthiness. The study concludes that businesses in the organic food market should carefully consider color choices in branding and packaging to effectively communicate product qualities and align with consumer values.