Consumer trust in organic food and organic certifications in four European countries

As the European organic market accelerates its growth, consumers are increasingly looking for produce that can be trusted, sustainably produced and environmentally friendly. Over last decade, research has shifted to faster growing markets in Asia, despite fraudulent food still being an issue Europe. This study addresses this gap by investigating differences trust meat vegetables across 4 Countries (Germany, Italy, Poland UK). In online cross-sectional survey utilising validated tools was designed data collected from 2071 respondents, approximately representative terms of gender, age region per country. Results identified between country beliefs ‘organicness’ produce. Overall, had a high levels certified chain produce, strong benefits certification bodies; however differed countries. Italy respondents reported higher overall preferred EU certification; whilst UK Germany lower their national bodies. Similarly, there were interesting products preferences. The findings highlight opportunities especially UK, private industry, world-level bodies improve sustainability growth market.