**6. The importance of the consumer in the production chain**

Conquering more and more consumers through the seal of compliance is a major challenge. In this context, Janssen and Hamm [21] demonstrated that there is often a lack of consumer knowledge about organic certification schemes. Most consumers are unaware that there are several types of seals and product labels, as well as that organic manufacturing, is subject to a control system.

Furthermore, customer evaluations of organic labeling systems are often subjective and, as a result, not supported by knowledge of what the seal of compliance

*The Importance of Packaging in Certified Organic Food: A Matter of Conscience DOI: http://dx.doi.org/10.5772/intechopen.107408*

actually means Janssen and Hamm [21]. Essoussi and Zahaf [22] show that only people who buy organic products regularly in North America know how to tell the difference between labels and what they mean.

The fact that natural products sold directly to the consumer, such as in street fairs, do not need to be labeled nor have the seal of conformity affixed to them, ends up contributing to their lack of knowledge [11, 23].

Along with the study by Janssen and Harm [21], the knowledge profile on labeling in the European Community was subpar and insufficient, and it also lacked objective consumer information. In the United States, the mark of conformity affixed to the food label distinguishes the product as organic and is easier for customers to recognize [22].

It is important to emphasize that different nations have different levels of confidence and trust in organic products. According to Sønderskov and Daugbjerg [24], label confidence is higher in areas where the state and government are actively involved and have a significant impact. For instance, there is a significant amount of trust placed on labels in Scandinavian nations [24–26]. Label trust is not as well-articulated in the UK and Brazil, where it is also fairly shaky [26].

The number of different types of labels and seals that exist on foods often confuses the consumer. There are organic or biological products, natural, denomination of controlled origin, fair trade, vegan, cruelty-free, HACCP—Hazard Analysis and Critical Control Point, Certified Humane, etc. [27]. Some are obtained voluntarily and others on a compulsory basis. Many of these seals are difficult for the consumer to understand. Customers in Brazil, for instance, still don't know how to tell the difference between organic and agroecological products [11].

Researchers should further investigate consumer behavior in relation to labels, seals, and certifications' precise meanings. Due to a lack of knowledge about seals, it is extremely difficult for consumers to determine what an organic product actually is. Further action is required in order to address the issue of the consumer's unfamiliarity with the relevance of the seal of conformity. Ensuring the consumer's perception of identifying a seal, and understanding what exactly it means, can be a useful tool for improving the offer [28].

Ensuring consumer perception by identifying a seal and understanding exactly what it means can be a useful tool to improve the offer of organic products. Thus, valuing this cognitive perception will make the consumer to choose more organic foods than conventional foods in the purchase decision process [2]. In fact, retail chains and commercial establishments can adopt strategies and actions to promote products of this nature. Even educational campaigns. In the United States, for example, the number of establishments dedicated exclusively to organic products is growing. In Brazil, this reality is still far from happening [29]. Unfortunately, the consumer's cognitive perception still associates the consumption of organic products with those of a more favored social class.

Another important point and rarely studied by the scientific community, given the lack of articles in the databases.

If the perception of the eventual consumer regarding the seal of conformity is already difficult, imagine his/her perception regarding the use of non-sustainable packaging. However, when addressing this issue to active consumers accustomed to consuming products of this nature, the issue of packaging needs to be discussed.

The benefits generated by the growing practice of consuming organic products are evident. Concern about the materials used to package these foods is still incipient, both among producers and consumers and among regulatory bodies. If organic production is so concerned with soil and water preservation, it is a counterpoint not to worry about disposing of plastics and Styrofoam in household waste.

In nearly every country, the demand for organic food has increased exponentially over the past several years. This is a result of people's growing concern about their health and that of their families. Specifically, the COVID-19 pandemic has spurred the search for healthier foods [30]. In Brazil, according to the Brazilian Association of Supermarkets—ABRAS the market grew by an average of 30% in 2020 and the global market, 11,5% [31, 32], reaching 106 billion euros in 2019 [33].

Therefore, for this reason, the discussion of packaging by regulatory bodies is essential and fundamental. Boosting the use of innovative technologies in the search for biodegradable materials is essential.
