Journal Press India^®

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This study aims to identify the factors influencing consumer trust in organic food in Nepal. It examines the association among organic labelling, perceived consumer knowledge, trust in retailers, and trust in manufacturers and explains their roles in building consumer trust. Data were collected from 400 respondents in Biratnagar, Nepal using a structured questionnaire. The results demonstrate that trust in retailers and manufacturers plays a substantial role in influencing trust in organic food, whereas precise labelling contributes to increased credibility. Furthermore, the research underlines the essential function of consumer knowledge in moulding intention towards organic products as a comparatively minor factor. Employing SEM, the results proved the critical role of strategic interventions in labelling and trust-building efforts oriented toward improving the promotion of organic food. These findings have important implications for producers, retailers, and policymakers in developing strategies to win trust and foster sustainable buying behaviour in the organic food sector.

Keywords

Consumer trust, Organic food, Retailer trust, Manufacturer trust, Consumer knowledge, Nepalese market

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