Using a conceptual model to describe organic food process quality: the perspective of consumers

Abstract

The food chain actors hold different perspectives on organic food quality. For processors, it is important to align their quality design with consumer expectations. Based on the organic food quality model by Vasileva et al. (Org Agr 9:1-12, 2019) this study investigates the consumer perspective on organic food processing, focusing on natural variations and modern technology with fruit juice as the main example product. In September 2021, we conducted four online focus groups with 29 organic shoppers from Germany (15 female, 14 male; between 18 and 70 years old) and performed a qualitative text analysis. The participants expect environmental and social sustainability in organic food production. For them, organic quality means a lower processing degree and less standardization. They are sceptic about blending and the production of juice made from concentrate. They prefer directly bottled juice and accept more variations of juice characteristics. They are open to modern technologies if these are environmentally friendly and socially acceptable. They are interested in raising their food literacy and show trust in information offered by processors. To bridge information asymmetry, they use several indicators. Comparing the results with the literature, the quality perceptions of processors and consumers are close. The model used has proven to be suitable for presenting the process quality from different perspectives and for showing relevant connections between the actors.