Dr. Hamzaoui-Essoussi is an expert researcher in Consumer Behaviour. Her most recent scholarly activities include qualitative research on consumer perceptions of organic food (OF) in the Canadian market and quantitative studies related to consumers’ motivations and trust dimensions toward OF. In 2010, she was awarded a major grant by the Social Sciences and Humanities Research Council (SSRHC) to conduct research on the organic food market in Canada and Europe. She was also awarded in collaboration with Dr. Zahaf a grant by the Ontario Ministry of Agri-food and Rural Affairs (OMAFRA) to conduct a study in order to seize new OF market realities and suggest strategies that adapt to structural change and capture emerging opportunities in the marketplace.
Dr. Zahaf has been working in the organic products field for several years. More specifically, he worked on clustering the organic food market, and on profiling Canadian organic food consumers during the last couple of years. He received 2 major grants by Community-University Research Alliances (CURA) and by the Social Sciences and Humanities Research Council (SSHRC) in 2010 to conduct research studies related to food and food safety. The SSRHC grant is exclusively dedicated to studying the organic food market in Canada and in Europe. He was also awarded a grant from the Ontario Cattlemen’s Association to conduct a study on locally produced beef, and a grant from CanAdvance to put in place a wheat milling project in Thunder Bay.
Dr. Hamzaoui-Essoussi and Dr. Zahaf have been working on sustainable food marketing for several years now. More specifically, they studied various issues and concerns related to organic/local foods consumer behaviour using a regional, provincial, national and international perspective. In the last couple of years, their work has also focused on consumer’s trust in the organic food/local food distribution. This led to a research project aiming to explore and understand gaps between the supply side and the demand side of the organic food market. Their research has been mainly funded by the Social Sciences and Humanities Research Council (SSHRC) and the Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA).