Role of Trust in the Market Penetration of Organic Foods

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In this study, factors that affect the difference in the structure of organic food market were examined by the comparison of questionnaire surveys conducted in Japan and Germany. The study found that consumers who shop at"open"channels like supermarket have relatively higher degree of "general trust"compared to those who don' t, and therefore, measures that contribute to raise the degree of "general trust"appeared to be effective in efforts of mainstreaming the organic food market. However as the survey in Germany showed the different results, this relationship needs further inquiries.