“French consumers' perceptions of sustainable food: an exploration of indicators and determinants of trust in products and actors in the food system”

This study examines the perceptions of French consumers regarding sustainable food by investigating the indicators and factors influencing trust in sustainable food products and actors within the food system. A preliminary qualitative analysis was conducted through semi-structured interviews with 21 participants. The primary discoveries are 1) Sustainable food is predominantly linked with organic, seasonal, and local products, particularly for fruits and vegetables. 2) Two main categories of trust indicators were recognized: intrinsic indicators associated with the product itself (appearance, taste, freshness, etc.) and extrinsic indicators related to labeling, place of sale, price, brand, packaging, etc. 3) It was noted that for sustainable food, the affective dimension of trust is nearly as crucial as the cognitive dimension, and that retailers were the entities that instilled the most trust among respondents, followed by producers and farmers. The practical implications of this research aim to offer decision-makers and stakeholders in the food industry with valuable insights on the factors influencing trust, to enhance support for consumers in their shift towards healthier and more sustainable food options.