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Interactive effects of information and trust on consumer choices of organic food: Evidence from China. | LitMetric

AI Article Synopsis

  • Many studies focused on how information and trust separately influence consumer choices for organic food, but this research examines how they interact.
  • A study with 2382 Chinese consumers found that those with higher trust were willing to pay more for organic rice, especially when provided with information, which increased their willingness to pay by 40% overall and 50% for high-trust consumers.
  • The findings suggest that to encourage organic food purchases, it's crucial to combine informative strategies with efforts to build consumer trust.

Article Abstract

A large number of studies have explored the separate roles of information and trust in consumer choices of organic food, but little attention has been paid to exploring the interactive effects of information and trust. Here, for the first time to our knowledge, we explored the joint effects of information and consumers' trust in shaping consumer preferences for organic food. A hypothetical choice experiment was employed to elicit consumer preferences for organic food, and a between-subject design approach was used to explore the effects of information. Our results from a sample of 2382 Chinese consumers indicated that consumers are willing to pay extra price for organic rice compared to the conventional rice. Notably, individuals with a high level of trust exhibited a significantly higher willingness to pay for organic rice than those with lower trust levels. Furthermore, the introduction of information leads to a substantial 40% increase in consumers' willingness to pay for organic rice, with an even more significant 50% increase observed among high-trust consumers. These results highlight the augmenting role of trust in amplifying the effects of information. Consequently, effective strategies should encompass both the provision of information and the cultivation of trust concurrently to promote consumer choices of organic food.

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Source
http://dx.doi.org/10.1016/j.appet.2023.107115DOI Listing

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