{
  "id": 20203687,
  "title": "What makes food ‘organic’? For many consumers, the answer isn’t always on the label",
  "url": "https://urgent.news/2026/11/15/what-makes-food-organic-for-many-consumers-the-answer-isnt-always-on",
  "topic": "world",
  "section": "World",
  "published": "2026-11-15T17:27:08.000Z",
  "source": {
    "name": "The Conversation AU",
    "slug": "the-conversation-au",
    "url": "https://theconversation.com/what-makes-food-organic-for-many-consumers-the-answer-isnt-always-on-the-label-293818"
  },
  "original_language": "en",
  "account": "\"Organic\" is a term we see frequently when visiting grocery stores, but its meaning can vary greatly among individuals. Studies indicate that taste, quality, environmental concerns, and perceived health benefits influence consumers' choices in purchasing organic food. However, the interpretation of \"organic\" and how it shapes people's daily lives remains largely unknown.\n\nMy recent research, based on consumer-recorded videos, delves into how these perceptions influence relationships with food. It reveals how the quest for trustworthy food can lead shoppers from supermarkets to farmers and even their own gardens, offering valuable insights for producers, retailers, and researchers.\n\nIn New Zealand, the organic food market is substantial, with the organic sector worth NZ$1.18 billion in 2024. Despite price being a deterrent for most non-organic buyers according to a 2020 government survey, around three-quarters of respondents still reported purchasing organic food or drinks. So, what are they really paying for?\n\nOrganic agriculture is typically understood as a method supporting soil health, ecosystems, and human well-being. Certification plays a crucial role in verifying organic products meet recognized standards across the supply chain. Yet, my research suggests consumers don't always define organic food based on the label. Through three related studies involving 33 Chinese organic food consumers, I explored how trust, personal values, and migration experiences shape their food practices. While not representative of all consumers, the findings offer insights into individual organic living practices.\n\nDuring the COVID-19 pandemic, it was difficult to observe participants' routines. To overcome this, I asked participants in one study to record short videos showcasing their food purchases, deliveries, and garden activities. Analyzing these videos alongside interviews revealed how organic consumption extends beyond buying; it includes growing and sharing food. Some participants filmed their home-grown vegetables, while others showcased produce from community gardens. One person documented her supermarket shopping, later transitioning to buying organic products in Shanghai upon returning from the United States.\n\nThese videos highlighted how people's interest in organic food influences everyday habits, often beyond what simple shopping inquiries might uncover. They also challenged some assumptions. For instance, one participant considered himself a dedicated organic consumer but preferred expensive supermarket items with premium packaging over certified organic products. His understanding of organic food was more about price, luxury packaging, and upscale stores rather than certification or production methods.\n\nTrust emerged as a central theme across my research, reflecting a broader concern among shoppers. In a 2020 New Zealand survey, 21% of non-organic buyers cited a lack of trust in organic claims as a barrier. While some participants relied on certification, others placed more trust in personal recommendations, community networks, or direct relationships with growers. This skepticism towards conventional and organic food systems often prompted people to seek new food sources or engage in home food production.\n\nProducers, retailers, and researchers can learn from these findings. They emphasize the importance of clear information about organic food origins, production methods, and verification processes. Researchers demonstrate the value of videos and interviews in exploring consumers' habits and attitudes beyond purchasing decisions. Ultimately, what people do with food—what they value and whom they trust—can reveal just as much about their choices as what they put in their shopping baskets.",
  "summary": "New research explores how trust, personal values and everyday habits influence people’s choices about organic food.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}