The organic halo effect: A systematic review of the influence of organic labels and claims on healthiness perceptions

Food labels and claims play an increasing role in shaping consumer perceptions in complex food environments. While claims about nutrients are known to influence judgements of food healthiness, less is known about whether organic cues can lead to similar halo effects. We performed a systematic review to examine how organic labels and claims influence perceived food healthiness. We searched Web of Science and PubMed for experimental studies examining the effect of organic cues on food healthiness perceptions. Studies were included if they compared products with and without organic cues and reported outcomes related to perceived healthiness or perceived nutritional content. Of the records screened, 18 studies met the inclusion criteria. We conducted a narrative synthesis following SWiM guidelines, examining differences by cue type and outcome. Most studies found that organic cues increased perceived food healthiness. This effect was observed across both general health evaluations and specific calorie or nutrient judgements. Effects were more consistent for certified organic labels, whereas unofficial claims showed somewhat greater variability across products. A smaller number of studies reported mixed or null results, often depending on consumer characteristics or informational context. This review provides a synthesis of evidence on how organic labels and claims influence perceived food healthiness. By clarifying how consumers translate this information into health- and nutrition-related judgements, it contributes to a coherent understanding of the mechanisms underlying health halo effects. These findings suggest that organic cues may simultaneously act as signals of production practices and triggers of broader inferences about healthiness.