Non-Negotiable Trust, Emotional Localism: A Qualitative Hierarchy of Cues for Organic Food in an Emerging EU Market

Abstract

Organic foods, functioning as credence goods in sustainable consumption, compel consumers to rely on extrinsic cues for quality evaluation. To address this challenge, this study employs a qualitative, phenomenological approach, conducting ten in-depth, semi-structured interviews with Romanian organic food consumers. The resulting data were systematically analyzed through thematic analysis to uncover decision-making patterns. The findings reveal a sequential hierarchy in which credible transnational certification (the EU organic logo) serves as a non-negotiable gatekeeper of trust, followed by country of origin—particularly local—which functions as an emotional and heuristic differentiator signaling authenticity and freshness, while price acts as a pragmatic arbiter, mediating trade-offs between ideal preferences and budget constraints. Based on these findings, this study proposes the Trust–Emotion–Pragmatism model as a nuanced framework for understanding organic food choice, suggesting that local producers can enhance competitiveness by first establishing trust through certification, then leveraging the emotional appeal of local origin, and finally adopting effective pricing strategies.