Can multicriteria assessment tools help build trust into organic products?

• Published in: Ecology and society Vol. 19; no. 4
• Main Authors: Freyer, Bernhard, Bingen, Jim, Paxton, Rebecca
• Format: Journal Article
• Language: English
• Published: 01-01-2014
• ISSN: 1708-3087; 1708-3087
• DOI: 10.5751/ES06793190405

In a continuously expanding, globalizing, and industrializing organic market, organic consumers confront increasing complexity in organic product representation, labeling, and information that challenges how they build trust in organic products. We present a conceptual framework to analyze how consumers might build and practice trust in the organic agrifood chain. We asked specifically about the role of multicriteria assessment tools (MCATs) for trust building. We conclude that MCATs are not relevant for the uninformed consumer to build trust, while the informed consumer would like to apply a predefined MCAT as a tool that allows proof if they can trust in the organic chain. The informed and engaged consumer mostly would not be interested in predefined MCATs, but in some cases might develop their own together with their partners. Their concept of trust is based mainly on being an active partner in the organic agrofood chain and knowing the system by their own experience and contributions.