Trust and attitude in consumer food choices under risk

In this paper, attitude and trust are studied in the context of a food scare (dioxin) with the aim of identifying the components of attitude and trust that significantly affect how purchases are determined. A revised version of the model by MAYER et al. (1995) was tested for two types of food: salmon and chicken. The final model for salmon shows that trust is significantly determined by perceived competence, perceived shared values, truthfulness of information and the experiential attitude (the feeling that consuming salmon is positive), but trust has no impact on behavioural intentions. Consumer preferences seem to be determined by a positive experiential attitude and the perception that breeders, sellers and institutions have values similar to those of the consumer. The model for chicken gave very similar results.