Factors impacting on purchasing decision of organic food in developing countries: A systematic review

Abstract Consumers now have more health awareness; accordingly, the demand for organic food is increasing worldwide. This increase in demand is combined with increased attention from academic researchers. However, most related studies concern developed countries with bigger sizes and more mature markets than developing countries. In addition, the literature lacks systematic research that comprehensively reviews the factors influencing purchase intention in undeveloped markets. In response to these academic gaps, this article aims to identify the role of subjective norms, health awareness, environmental consciousness, safety, price, and brand credibility in determining consumers’ purchase intention of organic food in developing countries through a systemic review of relevant studies. The results demonstrated the role of all these factors in consumers’ purchase intention. In addition, the scarcity of research on precursors of consumer purchase intention is confirmed, especially on food safety, price, and brand credibility. The findings of this study stimulate momentum to enrich the growing literature with studies on consumer behaviors, particularly in developing countries. The findings help managers, marketing strategists, environmentalists, policymakers, and organic food companies formulate various marketing strategies to induce consumers to purchase organic food.