From Preference to Priority: The Surge in Demand for Organic Foods

This study examines the evolving perceptions of organic food consumption across three phases: Pre-COVID, during COVID, and Post-COVID. It explores the impact of the pandemic on consumer behavior and preferences by leveraging data from over 600,000 interactions on platforms such as Twitter, Facebook, YouTube, and online forums. Using Latent Dirichlet Allocation (LDA) and perceptual map scoring, this study identifies key trends and drivers shaping consumer choices, and provides a detailed comparison of attitudes during these critical periods. Key theoretical frameworks underpin this analysis. The Health Belief Model (HBM) explains how perceptions of health benefits and risks influenced the shift toward organic foods, particularly during the pandemic when health consciousness peaked. Similarly, the Protection Motivation Theory (PMT) highlights the role of perceived threats, such as chemical exposure in conventional foods, in driving consumers to prioritize organic options for their safety and health benefits. Furthermore, the Diffusion of Innovations Theory (DOI) underscores the role of social media in spreading awareness and encouraging adoption of organic food trends, amplifying consumer engagement during and after the pandemic. The findings reveal a significant surge in the demand for organic foods during the pandemic, driven by heightened health concerns and a desire to support local agriculture and sustainable practices. In the Post-COVID era, these changes reflect a lasting consumer commitment to health and environmental responsibility. This study offers valuable insights for policymakers, marketers, and producers, emphasizing the importance of adapting strategies to meet evolving consumer expectations in a more health-conscious and sustainability-focused market.