Exploring the Effect of Organic Food Labeling on Consumers’ Perceived Product Quality and Purchase Intentions

Patrick Tadla

College: College of Business and Public Management

Major: BS.ACCOUNTING

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

Title: Exploring the effect of organic food labeling on consumers perceived product quality and intentions to purchase.Author: Patrick TadlaIntroduction/Background: The demand for more organic foods to be introduced to people’s diets has increased steadily over time, especially with persuasion through sources like social media platforms. The labeling that stores give to products that are organic may affect the way its consumers evaluate their food products and whether they are going to purchase them. Understanding how labeling affects consumers’ decisions is important as it can help companies improve different marketing strategies and promoting eating cleanliness. The study explores how organic food labeling influences perceived product quality and consumers’ intentions to purchase.Methods: The method for my study was to use two different consumers at a grocery store, letting one buy organic and the other nonorganic. Then, let them write down their thoughts about the products they purchased to later identify if they purchased and the intentions, they have with each purchase they make. They also perceive the quality of the food to see its quality.Conclusion/Impact: The study provided insight into how organic food labels influence the consumers perception of the quality of a product and their purchase intentions, whether its first time or recurring. By looking at and comparing each response from the organic consumer and the nonorganic consumer, it looked to understand how labeling affects purchasing decisions and opinions on food quality. Future research can also be continued over a period of time with multiple people trying and expanding the outcomes to help figure out what people want the most, with organic being a bigger concept later.Keywords: Organic Food, Sustainability, Consumer Behavior, Food Labels, Product Quality