Abstract
Purpose This paper explores the contextual relevance of prosumers and sharing economy in organic food market in an emerging economy. Design/methodology/approach Case study approach was used to collect empirical data from different types of organic food value chains. Findings Farmer’s Organic food markets compared to online and health food stores tends to facilitate sharing economy more since it helps them to build value, scale and trust. By sharing resources, skills and spaces, farmers organic food markets have increased organic food availability, reduced its cost of certification & operation and managed consumer trust. Subjective influence through social media, prosumers and offline interaction reduces information asymmetry and irresponsible marketing opportunities. Originality/value The research offers a fresh perspective to the organic food sector, particularly with respect to the process of prosumption and sharing economy.
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