Abstract In recent years, food safety incidents happened frequently in China, raising consumers’ attention to organic foods. Through empirical analysis on data collected from a sample survey on consumers of large supermarkets in Shenyang, this paper uses a single indicator and a composite indicator to obtain the degree of consumer trust in organic foods and analyses the factors influencing consumer trust. The results show that current consumer trust in organic foods is not high and the key factors influencing the consumer trust in organic foods include systems, circumstances, purchase funnels and reputation of enterprises and brands. Furthermore, customers who can accept higher price and pay attention to health and who get married or well-paid are more likely to trust organic foods.
YANG Xiao-Li,SUN E-Nan,ZHANG Ping. Analysis on Determinant Factors of Consumer Trust in Organic Agricultural Products —— Based on a Consumer Survey in Shenyang. Economic Survey, 2016, 33(6): 036.
2016, Vol. 33 
