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Consumer’s stated trust in the food industry and meat purchases

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  • Larissa Drescher
  • Janneke Jonge
  • Ellen Goddard
  • Thomas Herzfeld

Abstract

Research indicates that consumers are particularly concerned about the safety of meat. More highly processed meat is perceived as more unsafe than fresh or natural meats, i.e., consumers trust processed meat less. This paper studies the relationship between perceived trust and day-to-day purchase behavior for meat, giving special attention to the degree of meat processing. Controlling for trust in food chain actors and demographic and socio-economic variables, actual meat purchases of Canadian households are linked to answers from a commissioned food attitudes survey completed by the same households. Expenditures for processed and total meat (but not for fresh meat) are significantly different by three levels of trust in the food industry. Consumer with the lowest trust levels consume less (especially of processed meat) compared to those with higher trust levels. However, in a multivariate setting, trust shows no effect on fresh or processed meat purchases with or without demographic and socio-economic control variables, suggesting that the impact of trust on meat purchases is only small. However, the low trusting consumer segment could potentially be a target for marketing strategies focused on reputation and quality to increase sales in this particular group. Copyright Springer Science+Business Media B.V. 2012

Suggested Citation

  • Larissa Drescher & Janneke Jonge & Ellen Goddard & Thomas Herzfeld, 2012. "Consumer’s stated trust in the food industry and meat purchases," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 29(4), pages 507-517, December.
    • Handle: RePEc:spr:agrhuv:v:29:y:2012:i:4:p:507-517
    DOI: 10.1007/s10460-012-9375-9
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    Cited by:

    1. Rim Lassoued & Jill E. Hobbs & Eric T. Micheels & David Di Zhang, 2015. "Consumer Trust in Chicken Brands: A Structural Equation Model," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 621-647, December.
    2. Violet Muringai & Ellen Goddard, 2018. "Trust and consumer risk perceptions regarding BSE and chronic wasting disease," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 240-265, March.
    3. Lijun Angelia Chen & Bruno Varella Miranda & Joe L. Parcell & Chao Chen, 2019. "The foundations of institutional-based trust in farmers’ markets," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(3), pages 395-410, September.
    4. Sonja Kaufmann & Nikolaus Hruschka & Luis Vildozo & Christian R. Vogl, 2023. "Alternative Food Networks in Latin America—exploring PGS (Participatory Guarantee Systems) markets and their consumers: a cross-country comparison," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(1), pages 193-216, March.
    5. Martin Souček & Jana Turčínková, 2015. "Factors for Choosing a Point of Purchase of Meat Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 639-646.

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