ORGANIC CERTIFICATION TRANSPARENCY: A KEY DRIVER OF CONSUMER TRUST AND LOYALTY

Abstract Organic certification transparency is a critical factor influencing consumer trust and loyalty in the organic food market. This study investigates the impact of transparent certification systems on consumer perceptions and purchasing behaviour in the Indian context. Leveraging a variety of theoretical lenses (e.g., Trust Theory, Signalling Theory, Stakeholder Theory), this research investigates the tensions and opportunities related to improving certification transparency. Methods: A mixed-methods approach was chosen, including structured surveys of Indian consumers and concurrent collection of secondary data from literature and industry reports. Results show that trusted and traceable organic certification boosts consumer trust by improving brand loyalty where provenance and detailed certification information is available on the label. However, the study also points out the challenges posed by differences in regulatory and enforcement practices in India. Consumer perception is also influenced by technological barriers — especially in the adoption of digital traceability tools — and ethical concerns over labour practices and environmental impact. This is confirmed by the challenges and investments that companies need, which the research identifies up to a few years ahead, and these in turn motivate each choice by the new generations to adopt new technologies, clear messages and alignment with sustainability and ethics. The insights generated contribute to the development of effective strategies for organic certification in India, with broader implications for sustainability and market growth. The study offers valuable managerial implications, emphasizing the need for prioritizing transparency and traceability to build long-term consumer trust and loyalty in the organic food sector.