Understanding how information facilitates consumer trust in food safety: the cases of Australian and Taiwanese consumers’ perspectives

Abstract

The prevalence of food safety concerns has heightened public attention globally. In response, this study seeks to understand whether information transparency matters with the support of traceability systems and online feedback in relation to consumer trust in food safety. This research extends our understanding of consumer trust in food safety and fills a gap in the literature by integrating the extant information systems management and consumer behaviour literatures. The thesis follows a problematisation approach by challenging the predominant focus on labelling information alone positively affecting consumer trust when assessing food safety. This thesis purports that consumers require additional food product-related information besides information provided on food labels. Specifically, that both information about food products provided by traceability systems and positive online feedback provided by other consumers have positive effects on consumer trust in food safety. A model is proposed, which takes into account information about food safety from consumers’ perspectives. The proposed model provides insights into information adoption mechanisms that explain consumer perceptions of food labels, traceability systems, and online feedback about food safety.The thesis consists of a two phased methodology combining two qualitative studies with two quantitative studies, hence adopting a mixed method approach. The first qualitative study was aimed at gleaning both consumer and food producer perspectives on food safety. First, consumer perceptions of food safety were explored in relation to various constructs namely; perceived information provided by food labels, traceability systems and online feedback, perceived risk, consumer trust, and purchase intentions. Secondly, these findings were supplemented with perceptions of food safety management systems from a food producer. This qualitative inquiry involved semi-structured in-depth interviews with food consumers (n = 20), and staff of one food producer in Australia. The findings of the qualitative research provide insights into the information adoption mechanisms. Consumers’ behaviour to obtain food safety information begins with food labels, then, if needed, traceability systems and online feedback. First consumers read information on food labels; second consumers look for information provided by traceability systems; and lastly consumers search for online feedback to know more about the safety of food products. However, consumers perceive information provided by food labels, traceability systems, and online feedback differently. The findings of the qualitative research informed a conceptual model.The second phase consisted of two quantitative studies which sought to test the conceptual model and examine similarities and differences between two consumer populations. The quantitative research involved the administration of a questionnaire surveys to consumers in Australia (n = 240) and Taiwan (n = 234). The findings of the quantitative research revealed a number of significant relationships between constructs, and provided insights into the similarities and differences between Australian and Taiwanese consumers and their food safety information preferences.The similarities between Australiana and Taiwanese consumers are as follows.·       Regarding information on food labels, the findings indicate that the perceived complete information on food labels has a positive significant influence on consumer trust. The perceived complete information on food labels indicates consumers perceive they have complete and accurate information about food products. The completeness and accuracy of the information on food labels allows consumers to make a judgement and assess the safety of food. When consumers have trust in food products, this results in a positive purchase intention and the cessation of obtaining further information.·       Pertaining to information provided by traceability systems, the findings indicate that the perceived informativeness of traceability systems has a positive significant influence on consumer trust. The perceived informativeness of traceability systems indicates providing consumers with necessary and crucial information about sources of ingredients, the food production process, and the supply chain. The perceived informativeness of traceability systems increases consumer trust in food safety. Once consumers have confidence in food safety, they would have positive purchase intentions about the food product.·      Lastly, in terms of information provided by online feedback, the findings indicate that the perceived informativeness of online feedback has a significant influence on consumer trust. The perceived informativeness of online feedback provides consumers with further information and objective opinions about food safety on popular food-reviewed social networking sites. The effects of perceived informativeness of online feedback depends on whether it is positive or negative. Positive online feedback has a positive influence on consumer trust, while negative online feedback has a positive influence on consumer distrust. The minimum negative online feedback posts that evoke consumer distrust in food safety is between 1 and 10 with a mean of 4, resulting in non-purchase intentions. Conversely, it is implied that the number of positive online feedback posts needed for consumers to have a positive influence on purchase intentions is 7 (i.e. 7 out of 10 online feedback posts are positive).The differences between Australian and Taiwanese consumers are as follows.·       According to data collected in Australia, perceived incomplete information on food labels does not have a significantly positive influence on perceived consumption risk because Australian consumers’ perceived risk is related to the awareness of food safety incidents. In addition, perceived consumption risk does not have a significantly positive influence on perceived informativeness of online feedback, due to the fact that when Australian consumers perceive risk, they believe official information provided by the government and food producers and are reluctant to seek further information.·      Based on data collected in Taiwan, perceived incomplete information on food labels has a significant and positive influence on perceived consumption risk. This can be attributed to cultural differences that influence Taiwanese consumers’ information adoption and perceived risk. Moreover, perceived consumption risk has a significant and positive influence on perceived informativeness of online feedback. The reason is that Taiwanese consumers are keen to obtain food risk information on social media.In summary, the findings of this research contribute to understanding how information facilitates consumer trust in food safety. More particular, the findings help to understand how traceability systems and online feedback facilitate consumer trust that leads to an increase in purchase intentions.