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A recent study reveals the extent of consumer trust in organic labels and the expectations they have for these products. The findings indicate a need for action.
"There is a lot of deception in organic products": According to a current study conducted by the University of Göttingen, over 40% of the respondents tend to agree with this statement. Only one-third of those surveyed are convinced that organic products are actually produced ecologically. This is despite organic products consistently enjoying a positive image in surveys.
The results are part of the final report of the project "Authenticity and Trust in Organic Food," conducted under the leadership of the University of Göttingen in collaboration with the Competence Center for Organic Farming in Lower Saxony (KÖN) and funded by the Federal Organic Farming Program (BÖL). Through interviews, surveys, and everyday observations (e.g., during shopping companionships), the team analyzed how around 2,000 consumers perceive organic products, how they inform themselves about organic products, what expectations they associate with organic products, and where there are discrepancies between the ideal image and reality.
Link to the final report: https://orgprints.org/id/eprint/54243/
Significant knowledge gaps and disappointed expectations in organic products
The researchers attribute the lack of trust to a lack of knowledge. The results show that about 60% have basic knowledge, but one-fifth knows almost nothing about organic products or organic farming.
Many people also see organic products as overall "good": healthy, environmentally friendly, local, artisanal, and fairly produced. This idealized image often exceeds what organic standards actually guarantee, leading to disappointments when, for example, organic products are packaged in plastic or imported from abroad.
Shopping decisions are situational
The researchers also found that the decision to buy or not to buy an organic product heavily depends on the specific buying situation, the price, and the product category, rather than on a conscious pro-organic stance. Therefore, according to the authors, communication needs to be reconsidered. While current industry communication often focuses on comparing with conventional agriculture, the surveys indicate a need for more emotional approaches, real insights into practices, and interaction with the value chain of organic products.
New formats to promote knowledge
To address this, the project team has developed new communication strategies. These include a role-playing game ("Apple Conspiracy"), short documentaries featuring organic farmers and processors, and the information platform www.biokompetent.de. These initiatives aim to increase societal acceptance and knowledge about ecological products.