Differences in consumer trust toward organic food labels: a comparative study between Slovenia and the United States
DOI:
https://doi.org/10.32015/Keywords:
consumer trust; organic food labels; eco-labels; sustainable consumption; green marketing; comparative analysisAbstract
Consumer trust toward organic food labels has become increasingly important in contemporary sustainable food markets, where consumers are exposed to a growing number of environmental claims, certification systems, and sustainability-related messages. Since consumers are generally unable to directly verify production processes and environmental standards, eco-labels play a crucial role in reducing uncertainty and influencing purchasing decisions. However, consumer trust toward organic labels may vary significantly between different consumer markets and institutional environments. The purpose of this study is to examine differences in consumer trust toward organic food labels through a comparative analysis between Slovenia and the United States of America. The study investigates consumer perceptions of organic food products, trust in certification systems, purchasing behavior, sustainability orientation, and the role of digital information sources in shaping purchasing decisions. The research is based on a quantitative empirical analysis conducted among consumers in both countries. The results indicate that trust, product quality, food safety, certifications, and price represent key factors of purchasing behavior in both markets. Significant differences were identified regarding trust formation mechanisms and information behavior. Slovenian consumers demonstrate stronger orientation toward local production, interpersonal trust, and direct purchasing channels, whereas American consumers place greater emphasis on sustainability values, institutional certifications, and digital communication sources. The findings additionally reveal increasing consumer skepticism toward sustainability claims and the growing importance of transparent and credible green marketing communication. The study contributes to a better understanding of consumer trust toward organic food labels from a comparative perspective and provides important implications for researchers, policymakers, producers, and companies developing sustainable food systems and green marketing strategies.
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