12 pages, This paper addresses consumer trust in organic food in order to find out which aspects increase and decrease trust and which trust expectations consumers have. The aim is to strengthen consumer trust on the basis of the findings and to develop trust-building measures. To this end, ten focus groups with German consumers were conducted online in February 2021 and evaluated using content analysis. The results show that there is a predominant lack of trust in organic food. This is based in particular on the fact that organic production is often doubted and there are from the consumer’s point of view too many organic labels. This can be attributed not only to a lack of knowledge on the part of consumers, but also to a lack of transparency within the organic sector and in relation to organic food. Results from the consumer's point of view show that the possibility of control, information and transparency are relevant for trust in organic food and the development of knowledge about organic food can positively influence this trust.
10 pages, Global population growth necessitates increasing food production while reducing the environmental impact of intensive agriculture. Organic production can address this need; however, organic producers lack the Extension support needed to advance their practice. Using phenomenological design, we explored how organic producers experience growing organically. We report factors relevant to producers' decision to grow organically, their experiences with adopting organic practices, and the alignment of their philosophical stances with the concept of growing organically. Participants would benefit from Extension programs targeted toward organic agriculture. We propose an Extension model to support producers in becoming more effective and efficient at growing organically.
14 pages., CONTEXT
The U.S. has the world's largest organic food market. However, low domestic production and a low adoption rate of organic grain farming limit the overall development of this sector. Multiple organic stakeholders have called for a better understanding of cognitive and motivational aspects of farmers' decision-making processes to help policymakers, agricultural scientists, and extension practitioners to work more effectively with farmers to explore and adopt organic grain production.
OBJECTIVE
This paper assesses farmers' adoption motivations, long-term goals, and perceived benefits to examine the congruence between initial motivations, long-term goals, and current perceived benefits.
METHODS
We employed a sequential mixed-method approach that first interviewed organic farmers in Iowa, U.S. Then developed and administered a statewide survey for the organic farmers. Survey data were analyzed with confirmatory factor analysis, paired-samples t-tests, and heteroskedasticity-robust regression models.
RESULTS AND CONCLUSIONS
We identified five highly-rated motivations for farmers to adopt organic grain: 1) profitability, 2) personal safety, 3) natural resources stewardship, 4) consumers and public health, and 5) honor and tradition. We found organic farmers' long-term goals are strongly orientated to both productivism and stewardship but less strongly oriented to civic-mindedness. This research assessed five areas of benefits associated with organic grain farming: 1) economic benefit, 2) addressed health concerns, 3) environmental natural resources, 4) values and beliefs validation, and 5) social benefit. This study found the benefits farmers experienced by adopting organic grain farming aligned with most of their original adoption motivations and long-term goals, except for serving the motivation of consumer and public health concerns.
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.
