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| Freyer, Bernhard; University of Natural Resources and Life Sciences (BOKU); bernhard.freyer@boku.ac.at; Bingen, Jim; Michigan State University, USA; bingen@msu.edu; Paxton, Rebecca; University of Natural Resources and Life Sciences (BOKU); Rebecca.Paxton@boku.ac.at. |
| In a continuously expanding, globalizing, and industrializing organic market, organic consumers confront increasing complexity in organic product representation, labeling, and information that challenges how they build trust in organic products. We present a conceptual framework to analyze how consumers might build and practice trust in the organic agrifood chain. We asked specifically about the role of multicriteria assessment tools (MCATs) for trust building. We identified three consumer trust types: uninformed trust in labels (type 1); informed trust in extensive information, control, and certification (type 2); and informed and engaged trust in forms of close farmer–consumer relationships (type 3). Three concepts of... |
| Tipo: Peer-Reviewed Insight |
Palavras-chave: Ethics; Governance; Multicriteria assessment tools; Organic farming; Reflexivity; Reflectivity; Systems thinking; Trust. |
| Ano: 2014 |
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