Organic food research is booming, but who's actually talking to whom?
Sustainable Consumption
If you buy organic produce at the farmers market or grow your own, this explains why terms like 'perceived value' and 'green branding' now dominate the labels and marketing pitches aimed at you.
Researchers looked at nearly 230 scientific papers about why people choose organic food and how companies study that choice. They found China publishes the most papers, but European countries collaborate more internationally, and the hot topics have shifted over time from simple questions like 'do people want organic food' to deeper ones like trust, authenticity, and digital branding.
Key Findings
China produced the most publications (24 articles, 10.5% of total) but mostly through domestic collaboration, while Italy, Turkey, and the UK showed higher international collaboration rates
British Food Journal had the most articles (35, 15.3%) and citations (922), but Journal of Cleaner Production had the highest total citations (1,457) from just 12 articles
Research themes evolved from early focus on consumer awareness and general attitudes toward purchase intention, perceived value, consumer trust, and green branding, with emerging topics like life-cycle assessment and digital marketing
chevron_right Technical Summary
A review of 229 studies from 2010-2025 maps how researchers study customer experience with organic food, finding China leads in publication volume while European countries like Italy and the UK lead in international collaboration, and that research focus has shifted from basic consumer awareness toward trust, green branding, and digital marketing.
Abstract Preview
Original paper
Trends, Knowledge Structure, and Scientific Collaboration Patterns in Customer Experience Research on Organic Products: A Scientometric Analysis
Purpose: This study provides a comprehensive bibliometric and network-based analysis of 229 peer-reviewed articles (2010–2025) focusing on customer experience within the organic products domain. Wi...
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