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EMAC 2019 Annual Conference

Consumer Trust and Confidence in the Food Chain

Published: May 28, 2019


Anna Macready, University of Reading; Klaus Grunert, Aarhus University, MAPP Centre, Department of Management; Sophie Hieke, European Food Information Council; Magdalena Klimczuk-Kochańska, University of Warsaw; Szymon Szumiał, University of Warsaw Faculty of Management; Liesbet Vranken, Catholic University of Leuven


consumer trust; consumer confidence; food chain


A model is developed and operationalized on the relationship between overall trust, beliefs about trustworthiness and overall trust in four food chain actors: Farmers, manufacturers, retailers and authorities. In addition, the relationship between trust in value chain actors and confidence in the technologies used and the products produced within the food chain is investigated. Data are collected by means of an online survey in five European countries. Results underline the importance of trust in all four actors for consumer confidence in the outcomes of the value chain. The results have implications for the marketing of products increasingly characterized by credence characteristics.


The research presented in this paper has been funded by EIT Food