Abstract
In this article, consumer dissatisfaction of agro-food products is studied. Specifically, the main reasons for triggering dissatisfaction are identified and ranked. Additionally, the factors that affect consumer's complaining behavior is also studied and the level of complaining adoption are investigated. Moreover, consumer's future intention to complain traditionally or electronically is depicted. Here, an important difference has been detected. The future intention will be stronger and by electronic means. The study has identified that the electronic information systems, although not popular for the time being in the area of agro-food products, have a great possibility to be used in the future due to the intention of the consumers to intensify their complaining behavior as an easy way to achieve strengthening of the effects of their complaints.
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