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Consumer confidence in credence attributes: The role of brand trust

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  • Lassoued, R.
  • Hobbs, J.E.

Abstract

While the concept of institutional trust has received considerable attention in different branches of the social science literature, brand trust has been somewhat neglected, particularly with respect to the food sector. Motivated by the need to further investigate the concept, this paper develops a conceptual framework that explores the effects of brand trust, trust in the food system, consumer confidence and brand loyalty. While most extant studies have examined the brand trust-brand loyalty link, this paper proposes that: (i) the impact of brand trust on consumer confidence in brand attributes is mediated by trust in the food system, and (ii) brand trust leads to brand loyalty via consumer confidence. The proposition is tested using Structural Equation Modelling techniques based on survey data from a sample of Canadian consumers of packaged green salad. Results indicate that in a food context, brand trust is positively associated with consumer confidence in brand quality and safety, largely via trust in the food system. Furthermore, confidence in credence attributes is shown to lead to brand loyalty. While previous research conceived brand trust as a multidimensional construct, the analysis suggests that trust in food brands could be better explained by a one-factor model.

Suggested Citation

  • Lassoued, R. & Hobbs, J.E., 2015. "Consumer confidence in credence attributes: The role of brand trust," Food Policy, Elsevier, vol. 52(C), pages 99-107.
    • Handle: RePEc:eee:jfpoli:v:52:y:2015:i:c:p:99-107
    DOI: 10.1016/j.foodpol.2014.12.003
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    References listed on IDEAS

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    1. Thomas L. Sporleder & Peter D. Goldsmith, 2001. "Alternative Firm Strategies for Signaling Quality in the Food System," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 49(4), pages 591-604, December.
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    3. Brian G. Innes & Jill E. Hobbs, 2011. "Does It Matter Who Verifies Production‐Derived Quality?," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 59(1), pages 87-107, March.
    4. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    5. Ebert, Tara, 2006. "Operationalisation of Trust in Business Networks Dealing with Complex Products and Food Products," 99th Seminar, February 8-10, 2006, Bonn, Germany 7742, European Association of Agricultural Economists.
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