Consumer interest in organic food has surged globally, driven by health, sustainability, and ethical considerations. Key factors include perceived safety, nutritional benefits, and environmental impact, while high prices and limited availability remain barriers. This study examines the factors influencing organic food preferences among Greek consumers, focusing on attribute importance, demographic variations, purchasing locations, and regional differences. A sample of 250 consumers was analysed using a best-worst scaling methodology to research the importance of organic food attributes. The two main attributes were then further analysed using ordinal regression models. Health benefits, particularly the absence of chemicals, emerged as the most valued attribute, followed by nutritional value, absence of GMOs, better taste expectations, and environmental impact. Certification showed intermediary importance, and price, country of origin, availability, and natural appearance were found to have lower importance. Women and highly educated individuals show greater recognition of organic food’s health and nutritional advantages. Consumers in rural regions exhibited stronger preferences for organic products, influenced by cultural traditions, trust in local sourcing, and economic accessibility, while urban consumers displayed more scepticism. For the Greek participants included in the study, supermarkets dominate organic food sales due to affordability and convenience.

Research on modern agri-food chains aims to enhance flexibility by analyzing supply chain aspects to identify improvement opportunities. A SWOT analysis of 39 agri-food sector organizations using a SWOT analysis organized using the PESTEL and MEETHS categories was conducted to evaluate the stakeholders’ needs in this sector of activity in Northern Portugal. Logistic regressions were used to compute inferential statistics, which were complemented with a qualitative analysis. Cooperatives and primary sector companies often claim superior product quality without clear evidence, while corporations integrated into competitive national markets, like those with smoked products, adapt better to dietary trends. Small- and medium-sized enterprises struggle with competitive wages, leading to high turnover and difficulty retaining skilled workers. High costs hinder many organizations, particularly cooperatives, from adopting modern communication technologies affecting competitiveness. Challenges include identifying market opportunities and managing global competition for raw materials, like wild fish. Fishing and meat sectors depend heavily on modern distribution and are dominated by large retailers. Low labor costs boost competitiveness but reflect the struggle to add value. Larger organizations are more optimistic though many face challenges with the cost and volatility of key products, like pork and milk. This study offers the following key recommendations: invest in technology and innovation while balancing short-term gains with long-term sustainability; strengthen strategic planning and collaboration among corporations, cooperatives, associations, and academic institutions; and adapt to regulatory changes, invest in market and technological capabilities, and address resource limitations. Research and collaboration with policymakers and academic institutions will support tailored solutions, enabling the sector to anticipate challenges and capitalize on opportunities.

There is no doubt that the search for organic products is already more than a trend; it is an indisputable reality. More and more people are opting for a healthier lifestyle that starts with food, which has awakened a growing interest in understanding the reasons for these purchases. The motivational attributes of consumers’ decisions regarding the consumption of organic products are the main aim of this study. The survey included 250 respondents that filled a questionnaire by email and by personal interviews. We used a non-probabilistic sampling method, namely convenience sampling and the best–worst scaling method to analyze 10 attributes of organic purchasing decisions. Then, we studied the impact of the classification variables age, gender, academic level, place of residence, children under 18 living at home, and place of purchase of organic products on the attributes. Applying a chi-square test, we only obtained statistically significant differences for children under 18 living at home and the certification warranty (p = 0.011). The results show the dominance of credence attributes and egoistic motivations on organic consumption and may indicate a path towards the standardization of the organic consumer profile. This study emphasized that we may be facing a new organic consumer, for whom health-related factors are not just significant but overwhelming as well.