KNOWLEDGE MANAGEMENT IN ORGANIC FARMING VALUE CHAIN

Abstract

This research aims to explore how farmers share their knowledge across the value chain in order to educate and encourage consumers to select and consume organic products. To achieve this aim, a qualitative method with the use of an interview was used. The interviews were conducted with farmers (n=11) and consumers (n=15). The data were analyzed using content analysis. The results showed that in order to educate and encourage consumers to select and consume organic products, tacit and explicit forms of knowledge sharing should be used. Tacit forms should be utilized when educating and encouraging consumers about taste, price, and quality, such as a product’s freshness which would help them gain experience with organic products. For anything related to trustworthiness and health issues, explicit forms of knowledge should be applied. For example, farmers shared information about a product’s certification and showed consumers its organic logo to demonstrate that the product was certified in order to gain trust.