László, Veronika and Szakos, Dávid and Csizmadiáné Czuppon, Viktória and Kasza, Gyula (2024) Consumer trust in local food system – An empirical research in Hungary. ACTA ALIMENTARIA: AN INTERNATIONAL JOURNAL OF FOOD SCIENCE, 53 (1). pp. 165-174. ISSN 0139-3006
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Abstract
Consumer trust is essential to any market but particularly relevant to the food sector. Sustainable food systems require integration of small-scale food producers, for them consumer trust is pivotal. However, comprehensive measurement of consumer trust regarding local food is a less explored area. Based on the adjusted version of Benson's trust toolkit, local food trust was measured on four levels. This approach, connecting locality/proximity to food-related trust, was tested with a representative quantitative consumer survey ( n = 1,001) in Hungary. Interpersonal trust, general organisation trust, local food chain trust, and local food product trust were measured on a 5-point Likert scale. Correlation and boxplot analysis conducted revealed that trust levels correlate significantly but remain independent from demographic characteristics, indicating that trust in local food is not region-, education-, or income-specific amongst Hungarian consumers. A relatively high level of consumer trust was measured for local food products and producers compared to other stakeholders, strengthening the assumption for the proximity-trust relationship regarding food. This is a key factor for small-scale food producers: only shared values with the local community and earned trust can attract customers despite less flexibility with pricing and limited capacity for advertising.
Item Type: | Article |
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Subjects: | Q Science / természettudomány > QD Chemistry / kémia > QD01 Analytical chemistry / analitikai kémia T Technology / alkalmazott, műszaki tudományok > TX Home economics / háztartástan > TX642-TX840 Food sciences / élelmiszertudomány |
SWORD Depositor: | MTMT SWORD |
Depositing User: | MTMT SWORD |
Date Deposited: | 14 Mar 2024 11:22 |
Last Modified: | 14 Mar 2024 11:22 |
URI: | https://real.mtak.hu/id/eprint/190445 |
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