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.
Wolf, Marianne McGarry (author), Bertolini, Paola (author), and Parker-Garcia, Jacob (author)
Format:
Book chapter
Publication Date:
2004
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C21751
Notes:
Pages 131-141 in Robert E.Evenson and Vittorio Santaniello (eds.), Consumer acceptance of genetically modified foods. CABI Publishing, Oxon, United Kingdom. 235 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C21769
Notes:
Pages 321-336 in George Baourakes (ed.), Marketing trends for organic food in the 21st Century. World Scientific Publishing Co., Pte. Ltd., Singapore. 338 pages.
Posted at: http://www.joe.org/2005august/rb3.shtml, Electronic journal., Statewide survey among food shoppers in Oregon revealed that 77% reported household purchase of organic food in the past 6 months. "Environmentally minded consumers are a potential organic market if trust is maintained."
