Consumer Behaviour towards Organic Food and Performance of Certification Standards

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Predicting and understanding consumer behaviour in food markets is a complex task. One aspect that has contributed to increase the complexity of the analysis of consumer choice behaviour is the rise of credence goods in the food industry. Among credence goods or attributes, organic farming currently enjoys a privileged position in the agribusiness sector. The available body of organic food literature, however, suggests that there is conflicting evidence about the main forces driving consumer decision-making in different organic markets. Thus, to sustain the current success of the organic food ...