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The Level of Trust and the Consumer Attitude toward Organic Vegetables: Comparison between Japanese and German Consumers

Taniguchi, Yoko (2014) The Level of Trust and the Consumer Attitude toward Organic Vegetables: Comparison between Japanese and German Consumers. In: Rahmann, G. and Aksoy, U. (Eds.) Building Organic Bridges, Johann Heinrich von Thünen-Institut, Braunschweig, Germany, 3, Thuenen Report, no. 20, pp. 773-778.

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Summary

This study examined the differences in the consumer’s attitude toward and the buying behavior of organic vegetables in Japan and Germany through two online questionnaire surveys, and tested if the level of trust was related to such differences. The study found that the average level of trust was higher for the German samples when trust was measured by the question items related to organic vegetables (OVT), while the Japanese samples exhibited higher trust when it was measured by the scales of “general trust” (GNT). Both scales of trust were confirmed to be related to the attitude and buying behavior of organic vegetables including purchase frequency, consumption intensity, benefit evaluation. OVT was also shown to be associated with the consumer’s choice of the channel by which they shop for organic vegetables.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:attitude, trust, organic vegetables, buying behaviour, retail
Subjects: Food systems > Markets and trade
Values, standards and certification > Consumer issues
Research affiliation: International Conferences > 2014: 18th IFOAM OWC Scientific Track: 4th ISOFAR Scientific Conference
Japan
ISBN:978-3-86576-128-6
DOI:10.3220/REP_20_1_2014
Deposited By: Taniguchi, Yoko
ID Code:23783
Deposited On:28 Oct 2014 10:55
Last Modified:28 Oct 2014 10:55
Document Language:English
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:urn:nbn:de:gbv:253-201407-dn053621-1

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