Factors Influencing Consumer Attitudes towards Organic Food Products in a Transition Economy—Insights from Kosovo

Globally, organic food production and consumption have significantly increased in the last two decades, driven largely by perceived positive impacts on consumer health, the environment, and sustainable development. The aim of this study was to investigate factors influencing consumers’ attitudes towards organic food in the context of a transition/emerging economy. The study is based on a structured consumer survey targeting 300 urban consumers in Kosovo. Structural Equation Modeling (SEM) by Partial Least Squares was used to analyze factors influencing consumers’ attitudes towards organic food products, measured with four items (health concerns, labeling of origin, certification, environmental concerns). The results indicate that the health concerns, certification, and environmental concerns significantly influence consumers’ attitudes towards organic food products. The findings of this study are important for both producers and authorities responsible for ensuring the provision of healthy and reliable certified organic food products as well as environmentally friendly production systems that contribute to sustainable development.