In Goodness We Trust. The Role of Trust and Institutions Underpinning Trust in the Organic Food Market

The purpose of this study is to explain how trust in organic food is created, with regard to the subjective perspectives of consumers and the ways in which they trust in the quality of organic food. Empirical study includes qualitative analysis focused on how consumers build trust in organic food and its quality. The findings of the study challenge the assumption that organic certification can successfully operate only if consumers have an adequate amount of information about what they are buying. The article shows that consumers possess strategies that enable them to find sufficient and satisfying solutions, also in those situations in which they objectively lack the necessary knowledge. Trust plays a key role in this situation, which is based on faith.