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How can consumer trust in organic products be enhanced?

Schneider, Flurina; Stolze, Matthias; Kriege-Steffen, Astrid; Lohscheidt, Julia and Boland, Hermann (2009) How can consumer trust in organic products be enhanced? In: Millar, Kate; West, Pru Hobson and Nerlich, Brigitte (Eds.) Ethical futures: bioscience and food horizons, Wageningen Academic Publishers, pp. 271-276.

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Summary

The study presented explores consumer trust in organic food and the effectiveness of enhancing consumer trust by communication strategies on traceability. The research is based on the general finding that trust is one of the most crucial aspects when consumer decide whether to buy or not to buy organic products. However, there are hardly any empirical works which analyse in detail consumer trust in organic food and the ways it can be enhanced. First, based on a quantitative inquiry of 600 persons in Germany the study presented investigates consumer trust in the different actors involved in the organic supply chain (farmers, processors, traders, labels), in distinct attributed qualities such as benefits for health, ecology and animal welfare as well as the customers’ criteria for assessing trustworthiness of the organic products. Empirical data is analysed by multivariate statistics such as cluster analysis to identify distinct consumer segments with respect to their trust characteristics. In a second step there will be a qualitative research method using interviews combined with a visualizing technique. The aim of this method is to understand the consumers’ attitudes towards the supply chain of organic food and the complex construct of trust better. The results shall help to develop communication strategies for enhancing consumer trust in organic food.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:consumer trust, organic food, qualitative and quantitative approaches
Subjects: Food systems > Markets and trade
Farming Systems
Values, standards and certification > Consumer issues
Food systems > Produce chain management
Research affiliation: Germany > University of Gießen > Institute of Rural Sociology and Extension
Switzerland > FiBL - Research Institute of Organic Agriculture Switzerland > Socio-Economics > Rural sociology
ISBN:978-90-8686-115-6
Deposited By: Schneider, Flurina
ID Code:15956
Deposited On:05 Aug 2009
Last Modified:10 Dec 2010 08:21
Document Language:English
Status:Published
Refereed:Not peer-reviewed

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