How can consumer trust in organic products be enhanced?

F. Schneider; M. Stolze; A. Kriege-Steffen; J. Lohscheidt; H. Boland

How can consumer trust in organic products be enhanced?

in Ethical futures: bioscience and food horizons

Autor:innen:

F. Schneider

F. Schneider ¹Research Institute of Organic Agriculture (FiBL), Ackerstrasse, CH-5070 Frick, Switzerland

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M. Stolze

M. Stolze ¹Research Institute of Organic Agriculture (FiBL), Ackerstrasse, CH-5070 Frick, Switzerland

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A. Kriege-Steffen

A. Kriege-Steffen ²Justus Liebig University Giessen, Institute of Rural Sociology and Extension, Senckenbergstrasse 3, D-35390 Giessen, Germany; flurina.schneider@fibl.org

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J. Lohscheidt

J. Lohscheidt ²Justus Liebig University Giessen, Institute of Rural Sociology and Extension, Senckenbergstrasse 3, D-35390 Giessen, Germany; flurina.schneider@fibl.org

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, und

H. Boland

H. Boland ²Justus Liebig University Giessen, Institute of Rural Sociology and Extension, Senckenbergstrasse 3, D-35390 Giessen, Germany; flurina.schneider@fibl.org

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Art:: Kapitel

Seiten:: 271–276

DOI:: https://doi.org/10.3920/9789086866731_047

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The study presented explores consumer trust in organic food and the effectiveness of enhancing consumer trust by communication strategies on traceability. The research is based on the general finding that trust is one of the most crucial aspects when consumers decide whether to buy or not to buy organic products. However, there are few empirical studies which analyse in detail consumer trust in organic food and the ways it can be enhanced. First, based on a quantitative inquiry involving 600 people in Germany the study presented investigates consumer trust in the different actors involved in the organic supply chain (farmers, processors, traders, labels), through distinct attributed qualities such as benefits for health, ecology and animal welfare as well as the customers’ criteria for assessing trustworthiness of the organic products. Empirical data is analysed by multivariate statistics such as cluster analysis to identify distinct consumer groups with respect to their trust characteristics. In a second step qualitative research methods using interviews combined with a visualizing technique will be used. The aim of this method is to better understand the consumers’ attitudes towards the supply chain of organic food and the complex construct of trust. The results will help to develop communication strategies for enhancing consumer trust in organic food.

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Ethical futures: bioscience and food horizons

ISBN:: 9789086866731

Verleger:: Wageningen Academic

Print-Publikationsdatum:: 30 Oct 2009

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How can consumer trust in organic products be enhanced?

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Ethical futures: bioscience and food horizons

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