Role of Trust in the Market Penetration of Organic Foods

本研究通过对比日本和德国的问卷调查，探讨影响有机食品市场结构差异的因素。研究发现，在超市等“开放”渠道购物的消费者相对于不这样做的消费者具有较高的“一般信任”程度，因此，有助于提高“一般信任”程度的措施似乎在有机食品市场主流化的努力中是有效的。然而，由于在德国的调查显示出不同的结果，这种关系需要进一步的调查。

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.