Purpose: Despite its perceived benefits, organic food has very limited uptake in the consumer market. Many studies have investigated the causes of this slow adoption, but limited attention has been paid to the ethical motives of consumer preference for organic food. Also, no research has addressed this issue through an unobtrusive data collection method. Therefore, this netnography-based qualitative study explores the deontological and teleological ethical motives for organic food consumption through the lens of Hunt and Vitell's general theory of marketing ethics. Design/methodology/approach: User-generated content in the form of posts and comments from a food-related Facebook page, Food Matters (https://www.facebook.com/foodmatters), with over 2.3m followers, was thematically analysed using Hunt and Vitell's general theory of marketing ethics. Over 1.5m posts and comments were mined through Facepager 4.0.4 after due approvals. Organic-food-related content was manually screened. Netnography, an Internet-based ethnography technique which is a relatively underutilised and unobtrusive method of data collection, was employed on selected content to understand the consumer behaviour towards organic food in an online environment. Findings: This study analysed a total of 158,583 posts and comments generated between March 2008 and December 2019. Out of these, 2,243 posts and comments were focussed on organic food. A total of seven themes emerged out of which six were found to be inextricably linked to ethical values of organic food consumption; three deontological (moral obligations, moral accountability and moral outrage) and two teleological (perceived risk and perceived benefits) themes. However, the seventh theme, consumers' lack of trust in organic food retailers, emerged as a major barrier in the proliferation of organic food. Originality/value: This study is the first application of Hunt and Vitell's general theory of marketing ethics in organic food. The novel findings are that trust is a bigger issue than the price differential of organic food. Implications for marketers, policymakers, retailers and certification bodies are discussed to extend the current knowledge of motives and barriers to organic food.

RFID is usually used for product recognition, object-level tracking, inventory visibility, logistics monitoring, authentication, and automated data capture for various supply chain industries. RFID can enable traceability, authentication (anti-counterfeiting), order allocation, inventory control, warehouse efficiency, logistics monitoring, safety management and sustainability information in apparel, fashion, and product-based supply chains. The current evidence, however, is quite diverse, ranging from fashion supply chains and manufacturing analytics to inventory systems, logistics, asset tracking, environmental monitoring, worker safety, privacy, cyber and other aspects of digital transformation. The purpose of the scoping review is to chart evidence on RFID deployment in apparel, fashion, textile, and transferable product contexts, focusing on traceability, anti-counterfeiting, product visibility, and implementation conditions in apparel, fashion, and textile supply chains, as well as in sustainability contexts. The review process followed scoping review guidance and its protocol. Evidence was found in the following formats: EndNote XML/export records, Covidence screening (title/abstract), Covidence screening outputs (included study exports), and uploaded full-text PDFs. Documents were classified by source type, study design, context, technology focus, purpose, key findings, relevance to sustainability, limitations, and role in the synthesis. The results show that RFID evidence is strongest in product identification, item-level visibility, secure inventory search, manufacturing data capture, logistics tracking, asset traceability, and operational efficiency.