Purpose

Organic food consumption is growing, increasing the need for studies investigating the importance of organic certification labels in emerging countries. The research aims to identify the influence of certification labels and fresh organic produce categories (greenery, vegetable or fruit) on consumer trust and purchase intention.

Design/methodology/approach

An online experimental survey 3 × 3 was administered among 349 Brazilian consumers. Certification label and fresh organic produce category were designated as independent variables and manipulated to explore consumer trust and purchase intention. The authors performed a multivariate covariance analysis (MANCOVA) to analyze the data.

Findings

Results show that the certification label does not directly affect the dependent variables. It acts as a moderator and indirectly affects both consumer trust and purchase intention. Moreover, depending on the fresh organic produce category considered (greenery, vegetable or fruit), consumer trust changes. Sociodemographic characteristics, age and household income are also important. Finally, the greater the purchase frequency (the main predictor of the model), the greater the purchase intention and consumer trust.

Originality/value

The study contributes to deepen and expand studies involving organic food and to pave the way for future studies that aim to investigate the importance of certification labels of organic foods for consumers.

中文翻译：

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新兴国家的认证标签和新鲜有机产品类别：关于消费者信任和购买意愿的实验研究

目的

有机食品的消费量正在增长，这增加了对研究有机认证标签在新兴国家中的重要性的研究的需求。该研究旨在确定认证标签和新鲜有机产品类别（绿色，蔬菜或水果）对消费者信任和购买意愿的影响。

设计/方法/方法

在349名巴西消费者中进行了3×3在线实验调查。将认证标签和新鲜有机产品类别指定为自变量，并对其进行操作以探索消费者的信任和购买意愿。作者进行了多元协方差分析（MANCOVA）来分析数据。

发现

结果表明，认证标签不会直接影响因变量。它充当主持人，并间接影响消费者的信任和购买意愿。此外，根据所考虑的新鲜有机农产品类别（绿色植物，蔬菜或水果），消费者信任度也会发生变化。社会人口统计学特征，年龄和家庭收入也很重要。最后，购买频率（模型的主要预测因子）越大，购买意愿和消费者信任度就越高。

创意/价值

该研究有助于深化和扩展涉及有机食品的研究，并为将来的研究铺平道路，这些研究旨在调查有机食品认证标签对消费者的重要性。