29pgs, This research explores organic food consumption motivations in Pakistan and Finland. It links the findings to life goals typifying vertically collectivistic and horizontally individualistic cultures in order to produce a fuller understanding of cross-country variation in sustainable consumption. This study employs a means-end chain methodology, using a hard-laddering technique in Pakistan (n = 101) and Finland (n = 193) to collect the data. The key implications are that organic food choice motivations both converge and diverge between these countries and that culturally shaped life goals can be used to enrich their interpretation and advance theory building in further research.
21 pages., Credibility is particularly important in organic food systems because there are only marginal visual and sensorial differences between organic and conventionally produced products, requiring consumers to trust in producers’ quality claims. In this article I explore what challenges the credibility of organic food systems and I explore how credibility of organic food systems can be maintained, using the Danish organic food system as a case study. The question is increasingly relevant as the sale of organic food is growing in Denmark as well as globally, and consumers’ expectations of organics continuously evolve. The inquiry is threefold, first I outline a conceptual framework for understanding trust and credibility in the food system, secondly I explore the developments in Danish organic food systems and thirdly discuss the challenges and opportunities for maintaining trust in the Danish organic food system. In the analysis I indicate eight key challenges: (1) unrealistic expectations, (2) blind trust and little motivation for extending their knowledge, (3) consumers assess the overall credibility of organic products, (4) ambitious ethical principles, (5) new consumer groups introduce new expectations, (6) frozen requirements in a changing world, (7) growing imports and labelling and (8) multiple versions of organics and the diversity is growing, as well as four aspects which may maintain the credibility of organics if implemented: (1) coordinate expectations, (2) communicate requested information, (3) institutional reform and (4) open communication of pros and cons of organic production.
9 pages, Sheep meat is an essential element within the multicultural mosaic of Mexican agri-food traditions. A total of 332 consumers were surveyed face-to-face in restaurants specializing in selling traditional sheep meat products. Our results showed that consumers could be segmented based on their perceptions, habits, and preferences towards sheep meat. For consumers, sheep meat is perceived as food with unique sensory attributes, coming from healthier animals than other species and traditional characters. Their willingness to pay extra is subject to the guarantee that the meat is safe, free of hormones and antibiotics, and to a lesser extent, certified organic. The multivariate analysis suggested three clusters or consumer profiles named passive, wholehearted, and deep-rooted, which explained the associations among attitudes, some demographic variables, and consumption frequency. The nascent national sheep meat industry needs to consider these concerns in developing marketing and trust strategies to attract, maintain, and build loyalty among Mexican consumers.
9 pages., Via online journal., Lack of trust is thought to be one of the most significant barriers to the consumption of organic foods, which is an important dimension of sustainable behaviour. Building trust in organic foods is the central objective of this paper. Based on information processing models focusing on what message to transmit and how, and on the premise that to improve trust, two different dimensions (functionality and authenticity) must be managed simultaneously, this paper analyzes the comparative effectiveness of different combinations of message arguments, forms of appeal and sources on consumer trust. To this end, an experiment was designed with a total of 800 participants, in which 36 different treatments were tested. The results show strong interactions between the three variables considered and suggest that the most effective combinations for building trust are: the health argument put across by an expert, the authenticity argument transmitted by a producers’ union, the elitist argument made by an expert and lastly, the social argument transmitted by a public authority, using an emotional form of appeal in all four cases. These results serve to complete the previous literature on the subject, in which communication activities are recommended but the questions of what to say, how to say it and who should say it are not specifically addressed.
