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.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 114 Document Number: D11017
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Online from Huffingtonpost.com. 6 pages., Reports corporate involvement in claims by a nonprofit organization "led by independent academic experts in agriculture and food sciences" that consumers were spending extra money for organic food because of deceptive marketing practices by the organic industry. Traces plans and activities of participating university scientists in the organization to invite corporate funding.
