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

Abstract

PurposeThe aim of this research is to empirically investigate how different types of trust relate to consumer perceptions of food safety.Design/methodology/approachAfter 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.FindingsThe 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 implicationsThe 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/valueThis 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.