Organic Food in Slovenian Tourism: Between Legislation, Certification, and Consumer Expectation

This study explores the role of organic food within sustainable tourism in Slovenia, with particular attention to consumer expectations, trust in organic certification, willingness to pay a price premium, and the interpretation of sustainability labels, especially the Slovenia Green scheme. Data were collected through an online survey conducted in Slovenia in 2025 ( n = 324) and analysed using descriptive statistics, non-parametric tests, and exploratory factor analysis to examine key dimensions of sustainable tourism perceptions. The results show that organic food is generally recognised as an important element of sustainable tourism and is most often associated with environmental protection, health benefits, and food safety. The study also identified a clear gap between consumer expectations and certification requirements, as many respondents associated the Slovenia Green label with certified organic dishes, although organic food is not mandatory within the scheme. Consumer trust in organic food was moderate to high, and most respondents expressed willingness to pay a price premium for certified organic menu items, indicating market potential within the tourism and hospitality sector. The findings highlight the need for clearer communication of certification scope, better alignment between sustainability labels and consumer expectations, and targeted education and capacity building among tourism providers. Overall, organic food remains an underutilised but strategically relevant component of sustainable tourism development in Slovenia.