ДОВЕРИЕ НА ПОТРЕБИТЕЛИТЕ В БИО ХРАНИТЕ
CONSUMER TRUST IN ORGANIC FOOD

Author(s): Rozalina Braykova, Darina Naydenova, Aneta Toneva
Subject(s): Economy, Business Economy / Management, Micro-Economics, Agriculture, Business Ethics
Published by: Икономически университет - Варна
Keywords: health; organic food consumers; European logo
Summary/Abstract: The healthy behavior pattern of modern man undoubtedly includes increased interest, demand and consumption of organic food. Personal and family health are among the main determinants of consumer choice of organic food, as cited in many scientific studies. The aim is to study the factors influencing consumer trust in purchasing organic food. In Bulgaria, Dobrich District from November 2020 until April 2021 an anonymous survey was conducted among 150 consumers about their attitude towards buying organic food. The results were processed using Jamovi, version 2.2.5. The conclusions were established at confidence level α= 0.05. Consumers' knowledge of organic food labeling is associated with their choice based on the special labeling logo (p< 0.001). There is a statistically significant difference between men and women in the recognition of organic food through information on the packaging that the food is certified as organic (p=0.042) and when indicating the label ‘European leaf’ for the designation of organic food produced in the EU (p=0.040). The belief that organic food is of high quality and healthy is positively related to consumers' awareness of the logo they use in the European Union (p=0.047). Organic food consumers are informed and educated, looking for guarantees of origin. Researches supported by data indicating higher trust in organic food can be used to develop governments policies to promote them and increase consumer attitudes towards it.

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