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The effects of different types of trust on consumer perceptions of food safety

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  • Weiping Chen

Abstract

Purpose - The aim of this research is to empirically investigate how different types of trust relate to consumer perceptions of food safety. Design/methodology/approach - After a review of trust literature this study classifies trust into three distinct types: supplier‐level specific trust, industry‐level specific trust and general trust. The direct and indirect relationships between three types of trust and consumer perceptions of food safety were studied through a survey of 1165 consumers from Beijing municipality, China using structural equation model as an analytical tool. Findings - The results indicate that trust in manufacturers and trust in retailers are directly positively related to food safety perceptions. Trust in farmers is not directly related to food safety perceptions. Industry‐level specific trust is not related to food safety perceptions directly, but it is positively related to supplier‐level specific trust, which in turn is positively related to food safety perceptions. Finally, general trust has only a weak indirect positive effect through its effect on trust in food manufacturers. Practical implications - The results imply that consumer perceived safety of food products might be enhanced by improving consumer trust in manufacturers and trust in retailers. The results also suggest that food suppliers are more difficult to build consumer trust when industry‐level specific trust is low and declining. In addition, food suppliers also get potential benefits through influencing and improving industry‐level specific trust. At last, the results suggest that some concerns about food safety are related to individuals' world reviews and maybe beyond the control of the food system. Originality/value - This study is the first to investigate the relationship between different types of specific trust in the context of food safety. Accordingly, it complements existing trust models and helps predict and explain how trust relates to food safety perceptions directly and indirectly through interactions between different types of trust.

Suggested Citation

  • Weiping Chen, 2013. "The effects of different types of trust on consumer perceptions of food safety," China Agricultural Economic Review, Emerald Group Publishing Limited, vol. 5(1), pages 43-65, January.
    • Handle: RePEc:eme:caerpp:v:5:y:2013:i:1:p:43-65
    DOI: 10.1108/17561371311294757
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    Citations

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    Cited by:

    1. Ortega, David L. & Wang, H. Holly & Wu, Laping & Hong, Soo Jeong, 2015. "Retail channel and consumer demand for food quality in China," China Economic Review, Elsevier, vol. 36(C), pages 359-366.
    2. Li Bai & Mingliang Wang & Shunlong Gong, 2019. "Understanding the Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness," Sustainability, MDPI, vol. 11(11), pages 1-18, May.
    3. Zhou, Li & Turvey, Calum G. & Hu, Wuyang & Ying, Ruiyao, 2016. "Fear and trust: How risk perceptions of avian influenza affect Chinese consumers’ demand for chicken," China Economic Review, Elsevier, vol. 40(C), pages 91-104.
    4. Lang, John T., 2013. "Elements of public trust in the American food system: Experts, organizations, and genetically modified food," Food Policy, Elsevier, vol. 41(C), pages 145-154.
    5. Xiaohua, Yu & Binjian, Yan & Zhifeng, Gao, 2014. "Can Willingness-To-Pay Values be Manipulated? Evidences from an Experiment on Organic Food in China," GlobalFood Discussion Papers 169402, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    6. Chuanhui Liao & Huang Yu & Weiwei Zhu, 2020. "Perceived Knowledge, Coping Efficacy and Consumer Consumption Changes in Response to Food Recall," Sustainability, MDPI, vol. 12(7), pages 1-19, March.
    7. Samia Ayyub & Xuhui Wang & Muhammad Asif & Rana Muhammad Ayyub, 2018. "Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits," Sustainability, MDPI, vol. 10(10), pages 1-17, October.
    8. Tariq H. Malik & Jae Chul Choi, 2021. "Social Media Versus Personal Experience in the Consumer’s Apprehension on Imported Food Security and Safety Dilemma," SAGE Open, , vol. 11(2), pages 21582440211, April.
    9. Zhou, Li & Turvey, Calum & Hu, Wuyang & Ying, Ruiyao, 2015. "Fear and Trust: How Risk Perceptions of Avian Influenza Affect the Demand for Chicken," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 202077, Agricultural and Applied Economics Association.
    10. Chen, Lijun & Parcell, Joe L & Chen, Chao & James, Harvey S. Jr & Xu, Danning, 2016. "Consumer preference for supermarket food sampling in China," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236043, Agricultural and Applied Economics Association.
    11. Xiaohua Yu & Binjian Yan & Zhifeng Gao, 2014. "Can willingness-to-pay values be manipulated? Evidence from an organic food experiment in China," Agricultural Economics, International Association of Agricultural Economists, vol. 45(S1), pages 119-127, November.
    12. Liang Ma & Peng Liu, 2019. "Missing links between regulatory resources and risk concerns: Evidence from the case of food safety in China," Regulation & Governance, John Wiley & Sons, vol. 13(1), pages 35-50, March.
    13. Yu, Xiaohua & Gao, Zhifeng & Zeng, Yinchu, 2014. "Willingness to pay for the “Green Food” in China," Food Policy, Elsevier, vol. 45(C), pages 80-87.

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