Factors Affecting Consumers' Trust toward Food Safety Certification with Threat of Avian Influenza Outbreak in Taiwan: Evidence from Taipei Metropolitans

Abstract

This study investigated the factors affecting consumers' trust and willingness to buy poultry products with food safety certification under the threat of a possible avian influenza outbreak in Taiwan. The survey data from primary food purchasers in the Taipei metropolitan areas were analyzed using binary choice models. Empirical results show that consumers who are familiar with the food safety certification and who consider the factors of ”free of pollution” and ”safe to eat” are significantly affecting consumers' trust while the factors of ”hygiene” and ”safe to eat” are significantly affecting consumers' willingness to buy poultry products with food safety certification. Most consumers' demographic characteristics are not crucial to determine the likelihood of trust and willingness to buy poultry products with food safety certification, except for college degree or above, presenting a negative influence on the likelihood of trust and willingness to buy poultry products with food safety certification. Implications for increasing overall public trust and confidence of food safety certification for policy-makers are discussed.