Abstract

Over the last few years, the consumption of organic food products has considerably grown thanks to an increasing attention towards environmental and health issues. While there is a growing literature on consumer behavior, little is known about shopping behavior and the influence of distribution channels in consumers' perception. Considering the increasing in organic foods sales in grocery stores and the growing influence of retailers' strategies on consumers' decision, this paper intends to explore attitudes and behavior towards organic food products in order to understand which role brands and distribution channels have in consumers' perception of quality and safety. Our findings could help retailers and manufacturers to better understand how to build a trust relationship with consumers in order to encourage a growing consumption of organic food products.