An Empirical Investigation in Understanding the Influence of Social Media Towards Consumer Behaviour of Organic Consumer Goods Through Meta-Analysis

Abstract

The study highlights a consistent increase in consumer interest in organic food, primarily driven by health concerns. Despite extensive research on various aspects of organic food consumption, there has been a notable absence of comprehensive studies examining factors influencing consumer perspectives and purchases of organic goods. To address this gap, a meta-analysis was conducted using a sample of 124,353 customers from 150 studies published between 1991 and 2016. The findings indicate that while the search and experience aspects of organic foods are important, consumers place greater value on the credibility features of these products. This underscores the significance of consumer perceptions regarding the benefits of organic food compared to conventionally produced items. It's important to note that these results don't diminish the importance of search and experience characteristics; rather, they highlight the significant role credence attributes play in consumer choices. Understanding consumer opinions across search, experience, and credibility attributes can provide organic producers and sellers with a unique marketing proposition and a competitive edge in the market.