Although many countries have promoted organic farming for its benefits, organic food remains a niche market. This study investigates the drivers of purchasing organic food by examining if and how consumers' consumption values influence the food choices of regular buyers, occasional buyers, and...

Trust is a key consideration when purchasing and consuming foods. Food certification is an aspect of food labelling, and is used by policymakers and marketers to increase consumers’ trust in food. Equally important, consumers’ trust in the food system and actors in its supply chain...

This study finds that multiple Country-of-origin cues collectively contribute to building trust in food through institutional food regulation of each country involved in the globalised food provisioning. Country-of-consumption is newly identified as equally important in trust building while a...