Impact of Strategy Choice on the Trust from Organic Food Consumers during Organic Certification

Speculation of organic certification and consumer mistrust of organic food have become the present situation of organic industry in China. We construct the game model from the perspective of the speculative tendency of the organic certification subject, and analyze the influence of the organic selection on the trust of the organic food consumers. The results show that: both sides of the organic certification have motivating to maintain (speculation, speculation) strategy choice; only one side of the strategy changes will not significantly affect the level of consumer trust; and the promotion of consumer trust should do from both sides of the organic certification at the same time. We put forward the proposal to curb the occurrence of speculation in organic certification process: to establish a credit platform, adopt a blacklist system, strengthen the regulation of organic certification process, and increase the penalties of organic certification body speculation.