The role of trust in the relationship between consumers, producers and retailers of organic food: A sector-based approach

Richard Ladwein and Andrea Milena Sánchez Romero ()
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Andrea Milena Sánchez Romero: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA - Université Clermont Auvergne

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Abstract: Given current environmental concerns, the organic food market is an important issue in terms of sustainability. The consolidation of this market is based on trust. Many consumers rely on partial information to assess the quality of organic food and cannot determine its authenticity with certainty. They are led to trust the actors of the organic food chain and the government. In addition, numerous industrial and sanitary scandals have highlighted the need for the actors of the sector to establish relationships based on trust and transparency in order to guarantee the traceability of products and to protect the health of consumers. This research examines the impact of trust and confidence in producers and retailers on the intention to purchase organic food. To address this research issue, we conducted an online questionnaire survey of 316 organic food consumers in France. The results show the central role of quality as a strategy for building and maintaining trust with producers and retailers. They show for the first time the positive impact of trust in producers on trust in retailers. The results of this research allow us to provide advice to growers and retailers to maintain trust and promote purchase intent.

Keywords: trust; organic food; quality; retailers; producers; sustainability (search for similar items in EconPapers)
Date: 2021-05-01
New Economics Papers: this item is included in nep-agr and nep-env
Note: View the original document on HAL open archive server: https://hal.science/hal-03147538v1
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Published in Journal of retailing and consumer services, 2021, 60, ⟨10.1016/j.jretconser.2021.102508⟩

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Journal Article: The role of trust in the relationship between consumers, producers and retailers of organic food: A sector-based approach (2021)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03147538

DOI: 10.1016/j.jretconser.2021.102508

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