Communication needs of consumers regarding trust in organic food
2022
Di Guida, Nina | Schipmann-Schwarze, Christin | Christoph-Schulz, Inken Birte
This paper addresses the question of how information influences the perception and trust of consumers in organic food. Focus groups were conducted to identify what type of information persuades consumers and whether and how it can impact trust. The information and communication channels already in use by retailers were obtained through expert interviews. It turns out that retailers underestimate consumers' need for information and, in particular, do not yet exploit the potential of QR codes.1
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