TY - JOUR
T1 - “‘Organics’ are good, but we don’t know exactly what the term means!”
T2 - Trust and knowledge in organic consumption
AU - Thorsøe, Martin Hvarregaard
AU - Christensen, Tove
AU - Povlsen, Karen Klitgaard
PY - 2016
Y1 - 2016
N2 - This article explores consumer trust in organics and investigates the relationship between credibility, trust, and knowledge in a mixed-method study incorporating a survey, a focus group, and individual interviews. Danish consumers show a high level of systemic trust in the organic label, which can be trumped by personal trust. Consumers wanting to know more about organics are mainly those who already know a lot, while others show a deliberate lack of knowledge. Furthermore, it is argued that knowledge does not lead to trust—trust replaces knowledge, and consumers largely seek confirmation of their views when they have already made up their minds about organics.
AB - This article explores consumer trust in organics and investigates the relationship between credibility, trust, and knowledge in a mixed-method study incorporating a survey, a focus group, and individual interviews. Danish consumers show a high level of systemic trust in the organic label, which can be trumped by personal trust. Consumers wanting to know more about organics are mainly those who already know a lot, while others show a deliberate lack of knowledge. Furthermore, it is argued that knowledge does not lead to trust—trust replaces knowledge, and consumers largely seek confirmation of their views when they have already made up their minds about organics.
U2 - 10.1080/15528014.2016.1243767
DO - 10.1080/15528014.2016.1243767
M3 - Journal article
VL - 19
SP - 681
EP - 704
JO - Food, Culture and Society
JF - Food, Culture and Society
SN - 1528-9796
IS - 4
ER -