Department of Information Management, University of the Punjab, Lahore
Abstract
A dynamic progress of the organic food system as a sustainable agriculture has renowned globally. However, there is little investigation on factors integration in organic food system particularly for its holistic understanding of environmental, economic and social benefits. This paper integrates and synthesizes the findings of published research and it proposes a conceptual model known as Organic Food Competitive Model (OFCM). The OFCM as first of its kind of integrated model with objective to realize and recognize the broader significance of organic food system to academicians, practitioners and policy makers particularly for developing countries like Pakistan. In addition, the OFCM descriptively highlights three interdependent components including consumer motives, supply chain, and government intervention specifically in marketing and public policy perspective. It further discusses the antecedents and horizon of organic food system which include sustainable farming, certification, entrepreneurship, international trade, local market development and impact of organic food on human capital. Finally, the article concludes and offer future research directions on organic food in the domain of marketing and policy. 
