Is it really organic? Credibility factors of organic food-A systematic review and bibliometric analysis.

Abstract

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.