Trust orientations in the organic food distribution channels: A comparative study of the Canadian and French markets |
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| Authors: | Leila Hamzaoui-Essoussi Lucie Sirieix Mehdi Zahaf |
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| Institution: | 1. Telfer School of Management, University of Ottawa, 55 Laurier Street East, Ottawa, Ontario, Canada, K1N 6N5;2. Montpellier SupAgro, URM 1110 Moisa, Montpellier, 2 Place Viala 34060 Montpellier, France;1. Department of Marketing, Copenhagen Business School, Solbjerg Plads 3, 2000 Frederiksberg, Denmark;2. Jr. Category Development Manager, Mondelez International, Søndre Ringvej 55, 2605 Brøndby, Denmark;3. Audience Director, Concept:CPH, Bredgade 33A, 1260 København K, Denmark;1. School of Business and Professional Studies, Upper Iowa University, Fayette, IA 52142, USA;2. Department of Applied Economics and Statistics, University of Delaware, 213 Townsend Hall, Newark, DE 19716, USA;3. Department of Applied Economics and Statistics, University of Delaware, Newark, DE 19716, USA;1. Faculty of Business, Economics & Accountancy, Universiti Malaysia Sabah, Jalan UMS, 88400, Kota Kinabalu, Sabah, Malaysia;2. School of Chemical Sciences & Food Technology, Faculty of Science and Technology, National University of Malaysia, 43600, UKM Bangi, Selangor, Malaysia;1. Xinjiang Agricultural University, Ürümqi, Xinjiang, China;2. Livit Service Co., Ltd., Hong Kong;3. Alma Mater Studiorum - University of Bologna, Bologna, Italy |
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| 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. |
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| Keywords: | Organic Foods Distribution Trust |
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