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.
1
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
2
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
3
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
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