Confidence in organic food: a cross-country choice based conjoint analysis of credibility factors

The primary objective of this research is to examine the diverse product attributes related to the credibility of organic food. Given that the organic quality of food products is considered a credence attribute, establishing credibility plays a pivotal role in consumers’ decision-making when purchasing organic products. Lack of credibility is a major barrier to organic market growth. Using a choice-based conjoint method with Hungarian (n=652) and Polish (n=290) participants, respondents selected the hypothetical product they deemed more credible. Results show that country of origin, appearance, and packaging exert the strongest influence on perceived credibility of organic food. Price and place of purchase also impact perceptions.