Beyond the Peel: Reframing Consumer Resistance to Organic Bananas through Visual Bias and Certification Trust Novi Haryati*
Marketing and Consumer Behaviour, Social Sciences Group, Wageningen University, Droevendaalsesteeg 4, 6708 PB Wageningen, The Netherlands
email: novi.haryati[at]wur.nl
Abstract
In the pursuit of sustainable food systems, organic agriculture is often promoted as a critical pathway. Yet, in many developing countries, consumer adoption of organic products remains limited, not due to lack of awareness or price sensitivity alone, but due to deeper psychological and structural barriers. This conceptual paper reframes consumer resistance to organic bananas in Indonesia through two underexplored lenses: visual bias and certification trust. Drawing on insights from behavioral science and agro-food studies, we argue that aesthetic expectations and distrust in domestic organic labels create silent but powerful deterrents to sustainable consumption. We integrate findings from a discrete choice experiment (DCE) as an illustrative case to demonstrate how blemishes on fruit and unfamiliar certifications trigger consumer aversion, despite the product^s environmental benefits. By moving beyond price-centric narratives, we propose a framework that situates consumer behavior within broader conversations on green agro-industry and bioeconomy transition. This paper calls for strategic interventions, ranging from visual nudges to institutional trust-building, to close the perception gap and realign consumption with sustainability goals.
