To Trace Is to Trust: From Product Traceability to Brand Trust
With globalization, the distance between raw material and final product is increasing. Traceability is the ability to track activities in the supply chain to the origins of the product. We demonstrate that the mere presence of a traceability label leads consumers to perceive a firm as trustworthy and socially responsible.
Jing Wan, Pankaj Aggarwal, and Min Zhao (2018) ,"To Trace Is to Trust: From Product Traceability to Brand Trust", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 835-836.
Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA
NA - Advances in Consumer Research Volume 46 | 2018
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