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

Author

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  • Richard Ladwein

    (LEM - Laboratoire d'Economie et de Management - UNS - Université Nice Sophia Antipolis (1965 - 2019) - CNRS - Centre National de la Recherche Scientifique - UniCA - Université Côte d'Azur)

  • Andrea Milena Sánchez Romero

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA - Université Clermont Auvergne)

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.

Suggested Citation

  • Richard Ladwein & Andrea Milena Sánchez Romero, 2021. "The role of trust in the relationship between consumers, producers and retailers of organic food : A sector-based approach," Post-Print hal-03147538, HAL.
    • Handle: RePEc:hal:journl:hal-03147538
    DOI: 10.1016/j.jretconser.2021.102508
    Note: View the original document on HAL open archive server: https://hal.science/hal-03147538
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    1. Wang, Bin & Xie, Fengyuan & Kandampully, Jay & Wang, Jin, 2022. "Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Magdalena Śmiglak-Krajewska & Julia Wojciechowska-Solis, 2021. "Consumer versus Organic Products in the COVID-19 Pandemic: Opportunities and Barriers to Market Development," Energies, MDPI, vol. 14(17), pages 1-22, September.
    3. De Devitiis, Biagia & Viscecchia, Rosaria & Carfora, Valentina & Cavallo, Carla & Cicia, Gianna & Del Giudice, Teresa & Menna, Concetta & Nardone, Gianluca & Secca, Antonio, 2021. "Parents’ trust in food safety and healthiness of children’s diets: A TPB model explaining the role of retailers and government," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 23(2), July.
    4. Caterina Contini & Fabio Boncinelli & Giovanna Piracci & Gabriele Scozzafava & Leonardo Casini, 2023. "Can blockchain technology strengthen consumer preferences for credence attributes?," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-17, December.
    5. Cozzio, Claudia & Viglia, Giampaolo & Lemarie, Linda & Cerutti, Stefania, 2023. "Toward an integration of blockchain technology in the food supply chain," Journal of Business Research, Elsevier, vol. 162(C).
    6. Dong, Xuemei & Jiang, Baichen & Zeng, Hui & Kassoh, Fallah Samuel, 2022. "Impact of trust and knowledge in the food chain on motivation-behavior gap in green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).

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    Keywords

    trust; organic food; quality; retailers; producers; sustainability;
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