Choose or Buy? The Role of Brand Certification on Brand Preference of Organic Food

Brand Certification is the procedure by which a product, initially certified as a Verified Product in its fundamental state, can undergo modifications without compromising its Verified Product status. These modifications, limited to alterations in brand name or product packaging, ensure that the product maintains its certified standing. The selection of food bearing logos from reputable accreditation schemes, distinguished by clear definitions, is a fundamental principle for promoting a sustainable and high-quality diet. Numerous studies underscore the impact of certification on various aspects, including the identification of customer requirements, the assurance of product quality, the enhancement of customer satisfaction, and the overall management focus on the customer The current paper aims to evaluate the influence of brand certification on the brand preference among the organic certified food products. This research has used qualitative survey and quantitative analysis; in which the focus group discussion was conducted with the store managers of organic specialised stores. These responses are later converted to scaled items. A survey was conducted among the organic food product consumers and the influence of brand certification on their brand preference has been evaluated. The tools used to analyse include descriptive analysis & Path modelling to show the relationship between the variables such as brand certification and brand preference.