Distrust: an Alternative Source of Power For Consumers

Ahmet Ekici, Bilkent University
It has been argued that trust plays an important role in shaping consumer beliefs about food safety in general and beliefs about the novel food applications in particular (e.g. irradiated foods and genetically modified foods). In this paper, we argue that, in order to have a more complete understanding about consumer beliefs in food safety, in addition to trust, consumer researchers and policy makers should pay attention to the concept of distrust. The purpose of this article is to provide a theoretical argument for the significance of studying consumer distrust. In addition, based on the data collected through in-depth interviews, we identify three dimensions of consumer distrust within which social institution of the food system can be viewed.
[ to cite ]:
Ahmet Ekici (2007) ,"Distrust: an Alternative Source of Power For Consumers", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 438-450.