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 I wish to acknowledge the support through UQ Research Training Scholarship offering ...