Exploring consumer's perception and preferences towards purchase of non-certified organic food: A qualitative perspective

This is the first study that explores consumer perception, preferences, and barriers in the purchase of non-certified organic food. The qualitative approach was applied to investigate the phenomena in real-life settings. Twenty-eight interviews were conducted from organic shoppers in specialized organic food markets. Data were analyzed from detailed parts to categories, themes, dimensions, and codes. Finding shows that organic food buyers are well aware of organic food benefits by virtue of its production methods. Although there are similarities in results between certified and non-certified organic food, however, many unique themes such as subcategories of health motives, various dimensions of trust, role of sales person, inelastic price, role of organic food cues, deceptive marketing, etc. are explored. Based on consumption motives, several categories of organic food consumers are also reported. The research has contributed to the literature by offering a consumer decision map that depicts important factors that play a vital role in the purchase of non-certified organic food. The pragmatic insight offered in this study can assist growers, enterprises, and policy makers in developing consumer understanding especially in ninety two other countries operating without organic food regulations. The results will be useful in developing a quantitative model for future studies.