Putting the Organic Label in Context: Examining the Interactions between the Organic Label, Product Type, and Retail Outlet

•Few studies consider the context in which organic purchases take place.•We study how the organic label interacts with the product type and retail contexts.•Further, we examine how these interactions impact downstream product evaluations.•We find organic labeling benefits virtue and vice products in distinct aspects.•Retailers are a crucial factor that moderates the evaluation of organic products.