The role of risk perception as a competitive mediator of trust and purchase intention for vegetables produced with pesticides

Abstract

The use of pesticides in food cultivation appears to be very positive for the economy, but how do consumers view this from a health and environmental perspective? This study aims to a) assess Brazilian consumers' risk perception and trust in conventionally produced foods and b) assess predictors of purchase intention of conventionally produced foods. A hypothesis model was created based on trust in food toolkit, risk perception, purchase intention, and price consciousness. The data collection was conducted in person in three cities in Brazil. Consumer trust in the consumption of conventionally produced food was analyzed using 27 indicators divided into six constructs: Trust in Organization, Trust in Product, Interpersonal Trust, Trust in Food Chain, Distrust in Organization, and Interpersonal Distrust. Risk perception, purchase intention, and price consciousness was analyzed using three, three, and four indicators, respectively. The sample consisted of 262 consumers, most of whom were female (65.3%). Purchase intention for conventionally produced food was predicted by trust in the product and risk perception, but not by price consciousness. Finally, risk perception was a partially competitive mediator between trust in the product and purchase intention for conventionally produced vegetables. Since consumers trust the organization (government health agency), the product, and the food chain, regulators must enforce safety in this context. Risk perception is an essential cognitive factor to improve consumers’ awareness of pesticide risk and thus reduce their intention to consume conventionally produced vegetables.