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.
Citation:
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.
Authors
Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA
Featured
R11. The Influence of Brand Rituals on Perceived Brand Authenticity
Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong
Featured
Trust No One. Verify Everything: Bitcoin
Mariam Humayun, York University, Canada
Russell W. Belk, York University, Canada