Research on the Influence Mechanism of Organic Food Attributes on Customer Trust

Abstract

Based on the quality level that consumers can discover at various stages, the literature summary divides organic food attributes into three categories: trust, search, and experience. This paper deeply analyzes the internal relationship among the search attribute, trust attribute, and perceived quality and the mechanism of effect on customer trust. After distributing and collecting 310 consumers’ valid questionnaires, the research hypotheses were empirically tested utilizing a structural equation model and mediation effect test. The research results indicate that: (1) The food safety attribute and nutritional content attribute in the organic food trust attribute have positive effects on the perceived quality and customer trust. (2) The price and label in the organic food search attribute positively affect the perceived quality, i.e., the price harms customer trust, while the label has no significant effect on customer trust. Perceived quality plays a mediating role between the trust attributes, search attribute, and customer trust, i.e., the price and label indirectly affect customer trust through perceived quality. (3) The perceived quality of organic food positively affects customer trust. The results provide an important theoretical basis for enterprises to implement effective strategies to enhance consumers’ trust in organic food.