Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits
Abstract
:1. Introduction
2. Literature Review and Hypotheses Development
3. Methodology
4. Results
5. Mediation Analysis
6. Conclusions and Discussion
7. Implications
8. Limitations
Author Contributions
Funding
Conflicts of Interest
References
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Construct | Factor Loadings | Items | α | CR | AVE |
---|---|---|---|---|---|
RI 1 | 0.70 | Organic labeling provides correct information on organic foods | 0.85 | 0.85 | 0.59 |
RI 2 | 0.73 | Organic labeling provides timely information on organic foods | |||
RI 3 | 0.79 | Organic labeling provides sufficient information | |||
RI 4 | 0.79 | I am satisfied with the information that organic labeling provides | |||
PK 1 | 0.83 | I’m personally very knowledgeable about organic foods | 0.86 | 0.86 | 0.61 |
PK 2 | 0.70 | The average person in China is very knowledgeable about organic foods | |||
PK 3 | 0.75 | The government is very knowledgeable about organic foods | |||
PK 4 | 0.85 | science is very knowledgeable about organic foods | |||
RT 1 | 0.83 | Food retailers have sufficient knowledge and skills to guarantee the safety to food products | 0.88 | 0.88 | 0.61 |
RT 2 | 0.79 | Food retailers always comply with the regulations related to food safety | |||
RT 3 | 0.75 | Food retailers are concerned about the safety and health of consumers | |||
RT 4 | 0.77 | If I were to encounter any problems with food quality or safety, food retailers can handle the problems promptly and fairly | |||
RT 5 | 0.77 | Food retailers are honest about the safety of food | |||
MT 1 | 0.83 | Food producers have sufficient knowledge and skills to guarantee the safety to food products | 0.90 | 0.90 | 0.65 |
MT 2 | 0.77 | Food producers always comply with the regulations related to food safety | |||
MT 3 | 0.75 | Food producers are concerned about the safety and health of consumers | |||
MT 4 | 0.83 | If food producers found to have hidden safety problems in food production, food producers can take the initiative to recall the products | |||
MT 5 | 0.84 | Food producers are honest about the safety of food | |||
FI 1 | 0.81 | Cooking or barbequing is not much fun | 0.92 | 0.92 | 0.64 |
FI 2 | 0.83 | Talking about what I ate or am going to eat is something | |||
FI 3 | 0.83 | I like to do When I travel, one of the things I anticipate most is eating the food there | |||
FI 4 | 0.88 | I do most or all of the clean up after eating | |||
FI 5 | 0.78 | I enjoy cooking for others and myself | |||
FI 6 | 0.81 | I do most or all of my own food shopping | |||
FI 7 | 0.79 | I care whether or not a table is nicely set | |||
FN 1 | 0.79 | I am constantly sampling new and different foods | 0.90 | 0.90 | 0.66 |
FN 2 | 0.77 | I do not trust new foods | |||
FN 3 | 0.88 | If I do not know what is in a food, I won’t try it | |||
FN 4 | 0.88 | I am afraid to eat things I have never had before | |||
FN 5 | 0.81 | I will eat almost anything | |||
T 1 | 0.83 | The food industry is very knowledgeable about organic foods | 0.87 | 0.87 | 0.63 |
T 2 | 0.75 | I trust those who sell certified organic foods indeed sell quality organic foods | |||
T 3 | 0.87 | I trust a quality organic food label or logo | |||
T 4 | 0.73 | I trust the institutions certifying organic food products |
Hypothesis | Statement | Estimate | Significance | Result |
---|---|---|---|---|
H1 | The revealed information on the organic food label impacts positively on building trust of consumers on organic food products. | 0.21 | 0.001 | Supported |
H2 | The perceived knowledge of consumers is positively related to trust building of consumers about organic food. | 0.16 | 0.001 | Supported |
H3 | Retailer trust positively impact on building consumer trust in organic food products. | 0.22 | 0.001 | Supported |
H4 | The food manufacturer trust significantly impacts on the trust building in organic food products. | 0.20 | 0.001 | Supported |
H5, 6 | Food related personality traits partially mediate the relationship between revealed information and trust. | 0.16 | 0.001 | Supported |
H5, 6 | Food related personality traits partially mediate the relationship between perceived knowledge and trust. | 0.10 | 0.014 | Supported |
H5, 6 | Food related personality traits partially mediate the relationship between retailer trust and trust. | 0.17 | 0.001 | Supported |
H5, 6 | Food related personality traits partially mediate the relationship between food manufacturer’s trust and trust. | 0.15 | 0.001 | Supported |
Relationship | Direct without Mediator | Direct with Mediator | Indirect |
---|---|---|---|
Revealed Personality traits Trust | 0.21 *** | 0.16 *** | Partial Mediation |
Perceived Personality traits Trust | 0.16 *** | 0.10 ** | Partial Mediation |
Retailer Personality traits Trust | 0.22 *** | 0.17 *** | Partial Mediation |
Food Manufacturer Personality traits Trust | 0.20 *** | 0.15 *** | Partial Mediation |
Relationship | Significance Values |
---|---|
Revealed information → Food Neophobia → Trust | 0.035 |
Revealed information → Food Involvement → Trust | 0.009 |
Perceived Knowledge → Food Neophobia → Trust | 0.007 |
Perceived Knowledge → Food Involvement → Trust | 0.10 |
Retailer Trust → Food Neophobia → Trust | 0.003 |
Retailer Trust → Food Involvement → Trust | 0006 |
Food Manufacturer Trust → Food Neophobia → Trust | 0.005 |
Food Manufacturer Trust → Food Involvement → Trust | 0.007 |
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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. https://doi.org/10.3390/su10103597
Ayyub S, Wang X, Asif M, Ayyub RM. Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits. Sustainability. 2018; 10(10):3597. https://doi.org/10.3390/su10103597
Chicago/Turabian StyleAyyub, Samia, Xuhui Wang, Muhammad Asif, and Rana Muhammad Ayyub. 2018. "Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits" Sustainability 10, no. 10: 3597. https://doi.org/10.3390/su10103597