Food safety: building consumer trust in livestock farmers

What is it about?

As consumers cannot themselves easily assess food safety risks, their perception of food safety is, in part, a matter of trust in the food chain. This study seeks to investigate the causal relationship between the factors that determine consumer trust, The research confirms that livestock farmers could draw benefit from strategies to increase their trustworthiness through information provision, show their benevolence and integrity to consumers, and in turn positively influence consumer purchase.

Featured Image

Why is it important?

This exploratory study provides a useful insight into the potential benefit from trust building that could be derived by livestock farmers, food safety regulators and the food supply chain as a whole, as well as the ways in which this might be achieved.