The role of trust, expectation, and deception when buying organic animal products

Kühl, Sarah; Bayer, Elisa; Schulze, Maureen

doi:10.1093/af/vfac080

Cited by 2 publications

(3 citation statements)

References 23 publications

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“…This behavior was also detected in organic customers [51]. Additionally, it was found that trust in and buying intention of organic animal products are very consistent among organic consumers, even when they are disappointed by some (non-) existing regulations [16]. Especially in view of possible scandals or in view of unmet expectations, it seems valuable to build up such an impregnable trust among organic customers.…”

Section: Trust Typesmentioning

confidence: 59%

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To trust or not to trust? Trust landscape of organic animal husbandry: Mapping consumer attitudes and information demands in Germany

Bayer,

Kühl

2024

PLOS Sustain Transform

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A mainly positive attitude of consumers towards organic animal husbandry with its higher keeping standards compared to the legal regulations is evident. However, less is known about consumers’ detailed expectations of organic husbandry and in particular their attitude and trust along the value chain of organic animal products. Which consumers trust the most, and how do they want to be informed about organic animal husbandry? Where along the chain are trust deficits that should be addressed in the future to support sustainable food consumption with high animal welfare standards? To answer these important questions a survey was conducted among 729 German meat consumers. Using a cluster analysis, various consumer groups were identified based on their trust levels. Further, these groups were characterized regarding their general attitude, their information behavior, their evaluation of current media reporting, and their preferred way to be informed (emotional/rational) about organic animal products. The results revealed three clusters that clearly differ in their trust level of organic husbandry. Respondents assigned to the first cluster are committed organic consumers with high trust and the most positive attitude. The second cluster, combines respondents who are generally open to organic meat consumption and showing the second highest trust level and positive attitude towards organic. They show a slight favor for a more rational presentation of information. The third cluster is the smallest and can be described as the skeptics with a low interest in organic. The results indicate a general moderate to high trust level along the value chain of organic animal products, with the highest trust in organic retailers and farmers and the least trust in processing and conventional retailers. These are important insights for the organic sector in order to improve consumer trust and therewith increase the market share of organic meat products.

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Section: Trust Typesmentioning

confidence: 59%

“…The labeling system can serve as a source of trust, as it reduces complexity in the food system [13]. Studies show that trust in organic food is generally quite high [12,14,15] and also robust in the face of disappointment [16]. But e.g.…”

Section: Introductionmentioning

confidence: 99%

To trust or not to trust? Trust landscape of organic animal husbandry: Mapping consumer attitudes and information demands in Germany

Bayer,

Kühl

2024

PLOS Sustain Transform

Self Cite

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show abstract

“…Finally, Kühl et al, (2023) elaborate on the role of trust and deception when buying organic animal products in Germany. They show that consumer trust is highly important for the success of the organic label that is associated with higher animal welfare standards by many people.…”

mentioning

confidence: 99%

Social aspects of livestock farming around the globe

Busch

2023

Animal Frontiers

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The role of trust, expectation, and deception when buying organic animal products

Cited by 2 publications

References 23 publications

To trust or not to trust? Trust landscape of organic animal husbandry: Mapping consumer attitudes and information demands in Germany

To trust or not to trust? Trust landscape of organic animal husbandry: Mapping consumer attitudes and information demands in Germany

Social aspects of livestock farming around the globe

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