Eh, I don't think that's it. I think it's just good old misinformation caused by skillful marketing. People think organic is healthier or better for the environment, so they prefer it, even though it's actually neither[1]. But it's real tough to get past the huge marketing push conveying that message for the past couple decades.

[1] https://theness.com/neurologicablog/index.php/more-evidence-...

If you believe it it is not virtue signaling, and if you balk at the price it is not virtue signaling. So not sure where that idea comes from.

It is merely virtue signaling if you are not prepared to live by it.

Who am I signaling to when I buy organic cucumbers and bring them home and eat them by myself? The clerk at the checkout counter?

If you buy them; that's fine. I'm talking about the people who say they want organic food, but then buy on price and price alone. They go on about the horrible conditions laying hens are kept in, but then refuse to buy the eggs from free-range chickens because they cost two dollars more per dozen. Or they claim to care about climate change, but fly somewhere for a holiday.