Next Article in Journal
Study on Population Distribution Pattern at the County Level of China
Previous Article in Journal
Comparing Methods of Evaluation of Geosites: The Fossiliferous Outcrops of Santa Maria Island (Azores, NE Atlantic) as a Case Study for Sustainable Island Tourism
Article Menu
Issue 10 (October) cover image

Export Article

Open AccessArticle
Sustainability 2018, 10(10), 3597; https://doi.org/10.3390/su10103597

Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits

1
School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China
2
Department of Economics & Business Management, University of Veterinary and Animal Sciences, Lahore 54000, Pakistan
*
Author to whom correspondence should be addressed.
Received: 25 July 2018 / Revised: 19 September 2018 / Accepted: 27 September 2018 / Published: 10 October 2018
Full-Text   |   PDF [724 KB, uploaded 10 October 2018]   |  

Abstract

The current study focuses on identifying the factors responsible for building trust in organic foods. This study also attempted to establish the mediating role of food-related personality traits in building such trust. The quantitative data was collected from the Liaoning province of China through a structured questionnaire (n = 420). Established scales were adopted for measuring constructs. The Structural Equation Modeling (SEM) was used to test the hypotheses. The results indicated that consumer trust towards retailers was found to be highly significant in creating trust of customers regarding organic food products, followed by information on the label. The trust of consumers towards food manufacturer was also found to be a significant predictor, while the perceived knowledge of customers about organic food products was found to be a weak contributor towards building trust. Furthermore, food-related personality traits were found to mediate the hypothesized model. This study extends the literature on trust in organic food consumption by intending to provide a detailed analysis of the factors that build trust in organic food consumption in China. The findings of this study will help producers, retailers, and marketers to identify the appropriate strategies to establish and improve the consumer trust in organic food. View Full-Text
Keywords: trust; organic foods; food neophobia; food involvement trust; organic foods; food neophobia; food involvement
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
SciFeed

Share & Cite This Article

MDPI and ACS Style

Ayyub, S.; Wang, X.; Asif, M.; Ayyub, R.M. Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits. Sustainability 2018, 10, 3597.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top