Consumer confidence in the purchase of organic products in the absence of certifications
Keywords:
organic products, consumer confidence, knowledge of producers
Abstract
This study focuses on identifying the elements that contribute to building trust between producer and consumer of organic products, when the latter lack formal certifications. On the one hand, a qualitative methodology was used with interviews with producers and consumers and, on the other, a quantitative one that was supported by the application of a questionnaire to an effective sample of 226 consumers of organic products; A descriptive and a correlational analysis was performed between the established hierarchical variables. It is highlighted that knowing and being close to the producer-farmer allows establishing a lasting relationship with him based on trust and therefore it is possible to dispense with external certifications. It is concluded that trust is essential for the development and strengthening of exchange relations when the producer lacks formal seals that certify their product.
References
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Costa, S., Zepeda, L., y Sirieix, L. (2014). Exploring the social value of Organic food: a qualitative study in France. International Journal of Consumer Studies, 38, 228-237.
DeLind, L., (1999). Close encounters with a CSA: the reflections of a bruised and somewhat wiser anthropologist. Agriculture and Human Values, 16(3), 3–9.
Díaz, R. & Avendaño, M. (2014). Evolución de las certificaciones ambientales: Perspectivas para el mejoramiento competitivo de los pequeños productores agrícolas en Costa Rica. Cuadernos de Política Económica. 02-14, https://repositorio.una.ac.cr/handle/11056/8633
Essoussi, L.H. & Zahaf, M. (2009), “Exploring the decision-making process of Canadian organic food consumers: motivations and trust issues”, Qualitative Market Research: An International Journal, 12(4), 443-459.
Fedeorgánicos (2018). En Colombia exportamos el 95% de la producción orgáncia.: http://www.fedeorganicos.com/
Gaski, J. E. & Etzel, M. J. (1986). The Index of Consumer Sentiment Toward Marketing. Journal of Marketing, 50, 71–81.
Geyskens, I., Steenkemp, J., & Kumar, N. (1998). Generalizations about trust in Marketing chanel relationships using meta-analysis. International Journal of Research in Marketing, 15, pp. 223-248.
Gundlach, G., & Murphy, P.E. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57, pp. 35-46
Gupta, S., & Ogden, D. T. (2009). ¿To buy or not to buy? A social Dilemma perspective on Green buying. Journal of Consumer Marketing, 26(6), 376-391
Gutiérrez-Pérez, C., Morales, H., y Limón-Aguirre, F. (2013). Valoraciones de calidad en alimentos orgánicos y de origen local entre consumidores de la red Comida Sana y Cercana en Chiapas. LiminaR, 11(1), 104-117.
Harper, G. C., & Makatouni, A. (2002). Consumer perception of organic food production and farm. British Food Journal, 104, 287-299.
Haws, K.L., Winterich, K. P., & Naylor, R.W. (2010). Seeing the World through GREEN-Tinted glasses: Motivated reasoning and Consumer response to Environmentally friendly Products. Working paper. Texas A&M University, College Station, TX 77843.
Hoefkens, C., Sioen, I., Baert, K., De Meulenaer, B. D., De Henauw, S., Vandekinderen, I., et al, (2010). Consuming organic versus conventional vegetables: the effect on nutrient and contaminant intakes. Food and Chemical Toxicology, 48(11), 3058-3066.
Hsu, S.Y., Chang, Ch. & Lin. T.T. (2016). An analysis of purchase intentions toward organic food on health conciusness and food safety with/under structural equation modeling. British Food Journal, 118(1), 200-216.
Kottila, M.R., & Rönni, P. (2008). Collaboration and trust in two organic food chains. British Food Journal, 110(4-5), 376-394.
Krystallis, A., Vassallo, M., Chryssohoidis, G. & Perrea, T. (2008). Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)-based inventory.Journal of Consumer Behaviour, 7, 164-87.
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Muñoz, F., Montoro, F. & Castañeda, J. (2006). Productos de agricultura ecológica y sistemas de certificación: perfiles de consumidor. Distribución y Consumo. Vol 87, pp. 62-73.
Murphy, A. J. (2011). Farmers’ markets as retail spaces. International Journal of Retail & Distribution Management, 39(8), pp. 582 - 597.
Nasir, V. A., & Karakaya, F. (2014). Consumer segments in organic foods market. Journal of Consumer Marketing, 31, pp. 263-277.
Organización de las Naciones Unidas, ONU (2016). Objetivos de desarrollo sostenible. 17 objetivos para transformar nuestro mundo. Objetivo 2: Poner fin al hambre, lograr la seguridad alimentaria y la mejora de la nutrición y promover la agricultura sostenible. https://bit.ly/3pCUYdo
Paul, J., & Rana, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412-422.
Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behavior: understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606-625.
Petrescu-Mag, R. M., & Petrescu, D. C. (2010). Organic agriculture as component of sustainable development. Romania’s case. AAB-Bioflux: Advances in Agriculture & Botanics-International Journal of Bioflux Society, 2(2), 121-132.
ProChile (2017). Ficha Tendencias: Alimentos Orgánicos en Australia. https://bit.ly/39JIhYZ
Sampaio, D. de O., & Gosling, M. (2014). Consumers of organic food and sustainable development. World Journal of Entrepreneurship, Management and Sustainable Development, 10(1), 77-86.
Shaw, R., McDonagh, P., Protero, A., Schulz, II, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6(2-3), 1-17.
Siembra, V. (2018). ¿Quiénes somos?. https://siembraviva.com/home/quienes-somos/
Sierra-Gómez, K. (2016). La confianza, factor clave en el consumo de alimentos orgánicos. Trabajo de Grado para optar al título de Maestría en Mercadeo. Universidad EAFIT.
Schwartz, S.H. (2006). Basic Human Values: An Overview. The Hebrew University of Jerusalem, Jerusalem.
Tariq, M. Z. (2014). Impact of green advertisement and green brand. Journal of Managerial Sciences, 8(2), 274-289.
ThorsØe, M. H. (2015). Maintaning trust and credibility in a continuously evolving organic food system. Journal of agricultural Environ Ethics, 28, 767-787.
Triola, M. (2013). Estadística. Pearson Editorial. Décimo primera edición. México.
United States Department of Agriculture, USDA (2015). FAQ: becoming a certified operation. https://bit.ly/2YB6N85
Vasudevaraju S, N., & Padashetty, S. (2013). Organic food products: a conceptual overview. International Journal of Retailing & Rural Business Perspectives, 2, 462-466.
Voicilas, D.-M. (2013). The market potential of the organic products and niche competitiveness. Agrarian Economy and Rural Development. Realities and Perspectives for Romania, 4, 53-60.
Żakowska-Biemans, S. (2011). Polish consumer food choices and beliefs about organic food. British Food Journal, 113, 122-137.
Zanoli, R., & Naspetti, S. (2002). Consumer motivations in the purchase of organic food: a mean-end approach. British Food Journal, 104 (8), 643-653.
Altieri, M. A. y Nicholls, C. (2012). Agroecología: única esperanza para la soberanía alimentaria y la resiliencia socioecológica. Agroecología, 7(2), 65-83.
Boltansky, L., y Thénevot, L. (1991). De la Justification. Les economies de la Grandeur. Paris: NRF essais, Gallimard.
Brown, C. (2003). Consumers’ preferences for locally produced food: a study in Southeast Missouri. American Journal of Alternative Agriculture, 18(4), 213-224.
Censkowsky, U., y Berger, J. (2010). Generación de capacidad comercial hacia EFTA: inteligencia de mercado para Colombia. Sector de frutas y verduras orgánicas. Lausana: OSEC Switzerland. http://www.colombiatrade.com.co/sites/default/files/estudio_organicos_efta_1.pdf
Costa, S., Zepeda, L., y Sirieix, L. (2014). Exploring the social value of Organic food: a qualitative study in France. International Journal of Consumer Studies, 38, 228-237.
DeLind, L., (1999). Close encounters with a CSA: the reflections of a bruised and somewhat wiser anthropologist. Agriculture and Human Values, 16(3), 3–9.
Díaz, R. & Avendaño, M. (2014). Evolución de las certificaciones ambientales: Perspectivas para el mejoramiento competitivo de los pequeños productores agrícolas en Costa Rica. Cuadernos de Política Económica. 02-14, https://repositorio.una.ac.cr/handle/11056/8633
Essoussi, L.H. & Zahaf, M. (2009), “Exploring the decision-making process of Canadian organic food consumers: motivations and trust issues”, Qualitative Market Research: An International Journal, 12(4), 443-459.
Fedeorgánicos (2018). En Colombia exportamos el 95% de la producción orgáncia.: http://www.fedeorganicos.com/
Gaski, J. E. & Etzel, M. J. (1986). The Index of Consumer Sentiment Toward Marketing. Journal of Marketing, 50, 71–81.
Geyskens, I., Steenkemp, J., & Kumar, N. (1998). Generalizations about trust in Marketing chanel relationships using meta-analysis. International Journal of Research in Marketing, 15, pp. 223-248.
Gundlach, G., & Murphy, P.E. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57, pp. 35-46
Gupta, S., & Ogden, D. T. (2009). ¿To buy or not to buy? A social Dilemma perspective on Green buying. Journal of Consumer Marketing, 26(6), 376-391
Gutiérrez-Pérez, C., Morales, H., y Limón-Aguirre, F. (2013). Valoraciones de calidad en alimentos orgánicos y de origen local entre consumidores de la red Comida Sana y Cercana en Chiapas. LiminaR, 11(1), 104-117.
Harper, G. C., & Makatouni, A. (2002). Consumer perception of organic food production and farm. British Food Journal, 104, 287-299.
Haws, K.L., Winterich, K. P., & Naylor, R.W. (2010). Seeing the World through GREEN-Tinted glasses: Motivated reasoning and Consumer response to Environmentally friendly Products. Working paper. Texas A&M University, College Station, TX 77843.
Hoefkens, C., Sioen, I., Baert, K., De Meulenaer, B. D., De Henauw, S., Vandekinderen, I., et al, (2010). Consuming organic versus conventional vegetables: the effect on nutrient and contaminant intakes. Food and Chemical Toxicology, 48(11), 3058-3066.
Hsu, S.Y., Chang, Ch. & Lin. T.T. (2016). An analysis of purchase intentions toward organic food on health conciusness and food safety with/under structural equation modeling. British Food Journal, 118(1), 200-216.
Kottila, M.R., & Rönni, P. (2008). Collaboration and trust in two organic food chains. British Food Journal, 110(4-5), 376-394.
Krystallis, A., Vassallo, M., Chryssohoidis, G. & Perrea, T. (2008). Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)-based inventory.Journal of Consumer Behaviour, 7, 164-87.
Luhmann, N. (1979). Trust and Power. Chichester: Wiley.
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196.
Martínez, R., Tuya, L., Pérez, A., y Cánovas, A. (2009). El coeficiente de correlacion de los rangos de Spearman. Caracterizacion. Rev haban cienc méd La Habana, VIII(2), 1-19.
McCarthy, B., Liu, H.-B., & Chen, T. (2016). Innovations in the agro-food system. Adoption of certified organic food and green food by Chinese consumers. British Food Journal, 118, 1334-1349.
Ministerio de Agricultura y Desarrollo Rural (2018). Reglamento para la producción primaria, procesamiento, empacado, etiquetado, almacenamiento, certificación, importación y comercialización de productos agropecuarios ecológicos. Bogotá: Programa Nacional de Agricultura Ecológica. https://bit.ly/3cyORmA
Muñoz, F., Montoro, F. & Castañeda, J. (2006). Productos de agricultura ecológica y sistemas de certificación: perfiles de consumidor. Distribución y Consumo. Vol 87, pp. 62-73.
Murphy, A. J. (2011). Farmers’ markets as retail spaces. International Journal of Retail & Distribution Management, 39(8), pp. 582 - 597.
Nasir, V. A., & Karakaya, F. (2014). Consumer segments in organic foods market. Journal of Consumer Marketing, 31, pp. 263-277.
Organización de las Naciones Unidas, ONU (2016). Objetivos de desarrollo sostenible. 17 objetivos para transformar nuestro mundo. Objetivo 2: Poner fin al hambre, lograr la seguridad alimentaria y la mejora de la nutrición y promover la agricultura sostenible. https://bit.ly/3pCUYdo
Paul, J., & Rana, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412-422.
Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behavior: understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606-625.
Petrescu-Mag, R. M., & Petrescu, D. C. (2010). Organic agriculture as component of sustainable development. Romania’s case. AAB-Bioflux: Advances in Agriculture & Botanics-International Journal of Bioflux Society, 2(2), 121-132.
ProChile (2017). Ficha Tendencias: Alimentos Orgánicos en Australia. https://bit.ly/39JIhYZ
Sampaio, D. de O., & Gosling, M. (2014). Consumers of organic food and sustainable development. World Journal of Entrepreneurship, Management and Sustainable Development, 10(1), 77-86.
Shaw, R., McDonagh, P., Protero, A., Schulz, II, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6(2-3), 1-17.
Siembra, V. (2018). ¿Quiénes somos?. https://siembraviva.com/home/quienes-somos/
Sierra-Gómez, K. (2016). La confianza, factor clave en el consumo de alimentos orgánicos. Trabajo de Grado para optar al título de Maestría en Mercadeo. Universidad EAFIT.
Schwartz, S.H. (2006). Basic Human Values: An Overview. The Hebrew University of Jerusalem, Jerusalem.
Tariq, M. Z. (2014). Impact of green advertisement and green brand. Journal of Managerial Sciences, 8(2), 274-289.
ThorsØe, M. H. (2015). Maintaning trust and credibility in a continuously evolving organic food system. Journal of agricultural Environ Ethics, 28, 767-787.
Triola, M. (2013). Estadística. Pearson Editorial. Décimo primera edición. México.
United States Department of Agriculture, USDA (2015). FAQ: becoming a certified operation. https://bit.ly/2YB6N85
Vasudevaraju S, N., & Padashetty, S. (2013). Organic food products: a conceptual overview. International Journal of Retailing & Rural Business Perspectives, 2, 462-466.
Voicilas, D.-M. (2013). The market potential of the organic products and niche competitiveness. Agrarian Economy and Rural Development. Realities and Perspectives for Romania, 4, 53-60.
Żakowska-Biemans, S. (2011). Polish consumer food choices and beliefs about organic food. British Food Journal, 113, 122-137.
Zanoli, R., & Naspetti, S. (2002). Consumer motivations in the purchase of organic food: a mean-end approach. British Food Journal, 104 (8), 643-653.
Published
2020-12-01
How to Cite
Muñoz, Y., Sierra-Gomez, K. J., López Gallego, F., & Boada, A. (2020). Consumer confidence in the purchase of organic products in the absence of certifications. Revista Venezolana De Gerencia, 25(4), 548-563. Retrieved from https://mail.produccioncientificaluz.org/index.php/rvg/article/view/35209
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