Hamzaoui Essoussi, Leila; Zahaf, Mehdi - In: Qualitative Market Research: An International Journal 12 (2009) 4, pp. 443-459
Purpose – Although consumption of organic food (OF) shows promising trends in Canada, there is no clear understanding … consumers' trust orientations with regards to OF. Design/methodology/approach – In‐depth interviews are conducted and data … a defined purchase scheme in terms of retail stores selection and price, as well as values and trust orientations. They …