The role of trust, expectation, and deception when buying organic animal products

• 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.