Building consumer trust and satisfaction through sustainable business practices with organic supermarkets

Abstract

The project team would like to thank everyone who has made this study possible, including members of the European Commission, the participants who attended the study's workshop, and other stakeholders who have provided the team with invaluable information and support. We especially thank Dr Franck Nievens for facilitating the "Future Vision" workshop. We also warmly thank Shailendra Mudgal and Eric Labouze for continuous support to this work.

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

“…Once a trust relationship is established, consumers tend to buy regular products from their regular retailer to prepare their regular meals (Zhang et al, 2016), and as several research studies show, this phenomenon also applies to the field of organic food consumption. Indeed, the more consumers are confident that a retailer acts honestly, the more satisfied they are with the retailer and the more willing they are to return to the store (Steffen & Doppler, 2019;Wang & Tsai, 2014) since they have some certainty that the outcome of the shopping experience will be positive. On the other hand, trust in the organic food sold at a retailer or trust in an organic private label promotes purchase intent (Khare & Pandey, 2017;Konuk, 2018b;Pivato et al, 2008;Yu et al, 2020).…”

“…It rarely examines trust in multiple stakeholders simultaneously (Hamzaoui-Essoussi et al, 2013;Konuk, 2019b) and focuses on retailer trust. Several research studies highlight the positive impact of retailer trust on purchase intent and return intent (Khare & Pandey, 2017;Konuk, 2018b;Pivato et al, 2008;Steffen & Doppler, 2019;Wang & Tsai, 2014). Other research studies highlight the role of producers in the development of the organic food market and the need for government support (Carfora et al, 2019;Hamzaoui-Essoussi et al, 2013;Lee et al, 2020).…”

Is it really organic? Credibility factors of organic food–A systematic review and bibliometric analysis

“…Yin et al [ 45 ] found that well-known brands are trusted more compared to lesser-known brands. According to Steffen & Doppler [ 60 ], the branding of organic food creates more trust than certification. CSR activities of organic food companies can positively influence consumer trust of organic food [ 69 ].…”

Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area

“…Consumers' trust in the sustainable practices of food producers influences buying decisions (Bonn et al, 2016;Steffen and Doppler, 2019). Providing unbiased and factual information is one way of increasing consumers' trust and willingness to pay for organic food (McFadden and Huffman, 2017).…”

“…Since the origin of food is sometimes unknown to consumers, they feel uncertain about the safety of their food (Ortega and Tschirley, 2017;Richards et al, 2011). This safety concern is compounded by media reports about food-related diseases such as mad cow disease, bird flu, swine flu, and melamine contamination which has increased the consumer perception of riskiness about food (Mitchell et al, 2015;Richards et al, 2011;Steffen and Doppler, 2019;Wang et al, 2015). Because of this increased risk, a global demand has come about whereby consumers desire sustainable foods that are both safe for human health and for the environment (Haghjou et al, 2013;Hamzaoui-Essoussi et al, 2013;Mohamad et al, 2014;Ness et al, 2010).…”