Farmers Market Integration: The Importance of Trust Perception and Competence Signals
Dalel Ayari1, Lokman Zaibet2, Ghazi Boulila1
1Université de Tunis, Ecole Superieure des Sciences Economiques et Commerciales, Tunisia
Agriculture development and exports of agricultural products would benefit by increased competitiveness by means of improved product quality and reduced uncertainty along the value chain.
The dairy sector in Tunisia is exclusively dominated by informal distribution channels with failure in delivering quality milk. Formal marketing channels are seen as a means to create value and contribute to the development of the agricultural sector.
The main objective underlining this study is to investigate the factors that might affect dairy farmers’ market decisions regarding the selection of milk marketing channels and to consider trust perception as key to shaping breeders' decision and behaviour in the local economy.
Keywords: Appreciation, competence and credibility signals, farmers market integration, formal marketing channel choice, trust perception
Contact Address: Dalel Ayari, Université de Tunis, Ecole Superieure des Sciences Economiques et Commerciales, Tunis, Tunisia, e-mail: ayaridalelyahoo.fr