Uncertainty in Spanish Organic Products: A Global Analysis from Consumer to Entrepreneurs
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The organic market is a very particular one. Starting from the premise that organic products are confidence and credibility products which cannot be easily differentiated from the rest, we find that consumers face a risk when purchasing them. In Spain, the marketing chain does not follow the conventional stages in most of the cases, so there is always some uncertainty about how the products will be sold. In addition, the great majority of the Spanish organic production is marketed abroad. In this paper we show some of the results of an investigation project in this topic.