Consumer Trust in Quality and Safety of Food Products in Western Siberia

Abstract

Modern Russia faces difficulties in ensuring food quality and safety. The updated federal food security doctrine focuses on export opportunities and monitoring the ratio between domestic production and consumption. This agenda is determined by possible external threats: sanctions and trade wars, various conflicts, and economic and agricultural crises. The aim is to reveal the features of consumer behavior when interacting with food operators and to show the influence of socio-economic characteristics on individual practices. Empirical data are obtained from the authors’ mass survey and in-depth interviews. Results might signify that society came to a consensus on trust in quality and safety of food. Observed differences in outlet and product choices can be explained by income, settlement type, and age. Local producers are struggling to enter retail chains, as there are contradictions between consumer expectations and internal policies of sales operators. Experts argue that people poorly assess the real risks of economizing and favoring low-quality food.