Volume 13 | Issue 4
Volume 13 | Issue 4
Volume 13 | Issue 4
Volume 13 | Issue 4
Volume 13 | Issue 4
This paper is written to and synthesizes research on organic food consumers' attitudes and select primary drivers identified with the help of published literature for the purchase of organic food in the last 20 years, including the previous 30 months of the COVID-19 pandemic. Several themes reflect that consumers encounter various drivers and barriers when purchasing organic food. The review of these studies indicates that there is no major shift in primary drivers during a pandemic, which remains the same as Health motives, Food safety, certification, and environmental concern. Fear for life emerged significant driver in the COVID-19 pandemic, but its effect varies significantly in different countries and food categories. Price premium, availability, and lack of trust in the product and organic food supply chain remain key barriers. A pandemic like COVID -19 has dramatically affected the attitude of consumers towards their health and healthy food choices, in which organic food is considered a preferred choice across the demography, including Millennials. Immunity is a new driver associated with organic food in CIVID -19 period, though there is no agreement over it. The organic food industry, policymakers, and various stakeholders can understand the attitude and motive variations to formulate a strategy to engage millennials in the long term. A limited study was done in India to understand consumer behavior regarding purchase decisions of organic food products. This paper attempts to review studies related to the purchase behavior of organic food products and provide inference and direction for future research.