Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust and evidence from a 5-country study in Europe

In order to measure consumer trust in food chain actors and its impact on consumer confidence in food and the technology with which it has been produced, a model was developed relating social trust, beliefs in trustworthiness, overall trust in food chain actors, and confidence in both the supply of food products and food technologies. Data were collected via an online survey in five European countries. Analysis provided support for the model and showed that consumer confidence is largely determined by consumer beliefs about the trustworthiness of food chain actors. In particular the beliefs about openness, and especially about the openness of food manufacturers, are strongly related to consumer confidence. Some national differences in trust and confidence exist. This instrument is shown to be suitable for monitoring the development of, and changes in, trust across countries over time.