The Role of Trust, Expectation, and Deception when Buying Organic Animal Products

Sarah Kühl*, Elisa Bayer, Maureen Schulze

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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• Consumer trust is highly important for the success of organically certified animal products.
• Becoming aware of the gap between individual expectations and the reality on farms can cause distrust and a feeling of deception among consumers.
• The feeling of deception does not automatically reduce consumers’ intention to buy organic products—one reason is that organic products are still perceived as the best option for animal welfare.
• As the expectation–reality gap is widening, the organic sector should use the time available to adapt handling conditions in organic farming to align with consumer expectations.
Original languageEnglish
JournalAnimal Frontiers
Issue number1
Pages (from-to)40-47
Number of pages8
Publication statusPublished - Feb 2023


  • Animal welfare
  • Consumer behavior
  • Consumer deception
  • Organic
  • Trust

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