From Country-Of-Origin to Country-Of-Consumption: the Institutional Journey of Consumer Trust in Food
This study finds that multiple Country-of-origin cues collectively contribute to building trust in food through institutional food regulation of each country involved in the globalised food provisioning. Country-of-consumption is newly identified as equally important in trust building, while a gap of trust may exist between countries of different food regulations.
Caixia Gan, Denise M Conroy, and Michael SW Lee (2018) ,"From Country-Of-Origin to Country-Of-Consumption: the Institutional Journey of Consumer Trust in Food", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 398-401.
Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand
NA - Advances in Consumer Research Volume 46 | 2018
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