The Organic Trade Association shared the survey report carried out by Edelman Data, which revealed that claims like hormone-free, cruelty-free, and all-natural are more effectively influencing the purchasing patterns of consumers as compared to the USDA organic label. When 2,500 consumers were asked about organic food and their purchasing behaviour, they unfolded that they are significantly concerned about the ethical issues involved in the organic certification process. These issues range from the use of chemicals in farming to the rights of farmers and animals. Having said that, they disclosed that they do not prioritise buying products with organic labelling, rather they look forward to other sustainability indicators.
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