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Consumer’s stated trust in the food industry and meat purchases


  • Larissa Drescher


  • Janneke Jonge
  • Ellen Goddard
  • Thomas Herzfeld


Research indicates that consumers are particularly concerned about the safety of meat. More highly processed meat is perceived as more unsafe than fresh or natural meats, i.e., consumers trust processed meat less. This paper studies the relationship between perceived trust and day-to-day purchase behavior for meat, giving special attention to the degree of meat processing. Controlling for trust in food chain actors and demographic and socio-economic variables, actual meat purchases of Canadian households are linked to answers from a commissioned food attitudes survey completed by the same households. Expenditures for processed and total meat (but not for fresh meat) are significantly different by three levels of trust in the food industry. Consumer with the lowest trust levels consume less (especially of processed meat) compared to those with higher trust levels. However, in a multivariate setting, trust shows no effect on fresh or processed meat purchases with or without demographic and socio-economic control variables, suggesting that the impact of trust on meat purchases is only small. However, the low trusting consumer segment could potentially be a target for marketing strategies focused on reputation and quality to increase sales in this particular group. Copyright Springer Science+Business Media B.V. 2012

Suggested Citation

  • Larissa Drescher & Janneke Jonge & Ellen Goddard & Thomas Herzfeld, 2012. "Consumer’s stated trust in the food industry and meat purchases," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 29(4), pages 507-517, December.
  • Handle: RePEc:spr:agrhuv:v:29:y:2012:i:4:p:507-517
    DOI: 10.1007/s10460-012-9375-9

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    References listed on IDEAS

    1. Branden B. Johnson, 1999. "Exploring dimensionality in the origins of hazard-related trust," Journal of Risk Research, Taylor & Francis Journals, vol. 2(4), pages 325-354, October.
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    Cited by:

    1. Rim Lassoued & Jill E. Hobbs & Eric T. Micheels & David Di Zhang, 2015. "Consumer Trust in Chicken Brands: A Structural Equation Model," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 621-647, December.


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