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Trust orientations in the organic food distribution channels: a comparative study of the Canadian and French markets

Author

Listed:
  • Leila Hamzaoui-Essoussi

    (University of Ottawa [Ottawa])

  • Lucie Sirieix

    (Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Mehdi Zahaf

    (University of Ottawa [Ottawa])

Abstract

The objectives of this research are to (i) identify supply side factors that determine trust/mistrust in OF products, and (ii) determine the distribution channel strategies to increase trust in OF products. A total of 80 individual in-depth interviews were conducted in Canada and France with managers from superstores, specialty stores, farmers, markets, producers and certification bodies. Results show a clear distinction between the Canadian and French OF distribution structures in terms of trust. Consequently, distributors have to adapt their strategies and tools in order to enhance trust in OF, in their distribution channel and in the overall food supply chain.

Suggested Citation

  • Leila Hamzaoui-Essoussi & Lucie Sirieix & Mehdi Zahaf, 2013. "Trust orientations in the organic food distribution channels: a comparative study of the Canadian and French markets," Post-Print hal-02641873, HAL.
    • Handle: RePEc:hal:journl:hal-02641873
    DOI: 10.1016/j.jretconser.2013.02.002
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    References listed on IDEAS

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    1. Lucie L. Sirieix & Marion M. Delanchy & Hervé H. Remaud & Lydia L. Zepeda & Patricia P. Gurviez, 2013. "Consumers' perceptions of individual and combined sustainable food labels: a UK pilot investigation," Post-Print hal-01000413, HAL.
    2. Katrin, Millock & Hansen, Lars Gårn, 2002. "Willingness to Pay for Organic Foods: A Comparison between Survey Data and Panel Data from Denmark," MPRA Paper 47588, University Library of Munich, Germany.
    3. Zanoli, Raffaele & Naspetti, Simona, 2002. "Consumer motivations in the purchase of organic food. A means-end approach," MPRA Paper 32712, University Library of Munich, Germany.
    4. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
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    1. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    2. Sandra, Notaro & Alessandro, Paletto, 2021. "Consumers’ preferences, attitudes and willingness to pay for bio-textile in wood fibers," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Samia Ayyub & Xuhui Wang & Muhammad Asif & Rana Muhammad Ayyub, 2018. "Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits," Sustainability, MDPI, vol. 10(10), pages 1-17, October.
    4. Ladwein, Richard & Sánchez Romero, Andrea Milena, 2021. "The role of trust in the relationship between consumers, producers and retailers of organic food: A sector-based approach," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Hai Tran, Van & Sirieix, Lucie, 2020. "Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    6. Hsin-Wei Hsu & Chia-Ying Chen & Chia-Wen Wu, 2021. "Cross-Cultural Comparison of Sustainable Agro-Food Consumption from Consumers’ Perspectives: Cases from Taiwan and France," Sustainability, MDPI, vol. 13(17), pages 1-19, August.
    7. Mosadegh Sedghy, B. & Nematollahi, Mohammadreza & Tajbakhsh, Alireza, 2024. "Market dynamics between retail channels and short food supply chains: A case of organic fruits," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. Begiristain Zubillaga, Mirene & Landeta Rodríguez, Jon & Mediano Serrano, Lucía, 2016. "Nekazaritzako elikagai ekologikoen banaketa politika iraunkorra: adierazle sistema agroekologikoaren proposamen praktikoa," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.
    9. Kumar, Prashant & Polonsky, Micheal Jay, 2019. "In-store experience quality and perceived credibility: A green retailer context," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 23-34.
    10. Dušanka Gajdić & Željka Mesić & Kristina Petljak, 2021. "Preliminary Research about Producers’ Perceptions of Relationship Quality with Retailers in the Supply Chain of Organic Food Products in Croatia," Sustainability, MDPI, vol. 13(24), pages 1-41, December.
    11. Ivan Dufeu & Jean-Marc Ferrandi & Patrick Gabriel & Marine Le Gall-Ely, 2014. "Socio-environmental multi-labelling and consumer willingness to pay [Multi-labellisation socio-environnementale et consentement à payer du consommateur]," Post-Print hal-02794529, HAL.
    12. Ali Eldesouky & Francisco J. Mesias & Miguel Escribano, 2020. "Consumer Assessment of Sustainability Traits in Meat Production. A Choice Experiment Study in Spain," Sustainability, MDPI, vol. 12(10), pages 1-16, May.
    13. László Bendegúz Nagy & Brigitta Unger-Plasek & Zoltán Lakner & Ágoston Temesi, 2023. "Confidence in organic food: a cross-country choice based conjoint analysis of credibility factors," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.

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