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An integrative model to understand consumers' trust and willingness to buy imported fresh fruit in urban China

An integrative model to understand consumers' trust and willingness to buy imported fresh fruit... The purpose of this paper is to develop an integrative model where perceived competence, perceived warmth and “clean green image” of an exporting country are drivers for Chinese consumers' trust in food quality and food safety, which in turn predict their willingness to buy fresh fruit from this country.Design/methodology/approachParticipants (N = 1,583) from the three metropolises in China were surveyed on their perceptions of the competence, warmth and clean green image of seven contrasting exporting countries and their trust in quality, trust in safety and willingness to buy fresh fruit imported from those countries.FindingsResults support the proposed integrative model, explaining 39%–55% of the variance in willingness to buy. Clean green image was the strongest predictor of willingness to buy through enhanced trust in food quality. The effects of country competence and warmth on willingness to buy through trust in food safety and quality varied with exporting country.Research limitations/implicationsThe integrative model and findings of this study can help agri-food industries develop an in-depth understanding of Chinese consumers and to develop targeted strategies to increase willingness to buy through improving consumer trust in food quality and safety.Originality/valueThis study extends the country image framework which previously only consisted of human characteristics (i.e. perceived competence and warmth) by incorporating environmental characteristics (i.e. clean green image) in examining consumers' willingness to buy imported fresh fruit. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

An integrative model to understand consumers' trust and willingness to buy imported fresh fruit in urban China

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-07-2020-0575
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to develop an integrative model where perceived competence, perceived warmth and “clean green image” of an exporting country are drivers for Chinese consumers' trust in food quality and food safety, which in turn predict their willingness to buy fresh fruit from this country.Design/methodology/approachParticipants (N = 1,583) from the three metropolises in China were surveyed on their perceptions of the competence, warmth and clean green image of seven contrasting exporting countries and their trust in quality, trust in safety and willingness to buy fresh fruit imported from those countries.FindingsResults support the proposed integrative model, explaining 39%–55% of the variance in willingness to buy. Clean green image was the strongest predictor of willingness to buy through enhanced trust in food quality. The effects of country competence and warmth on willingness to buy through trust in food safety and quality varied with exporting country.Research limitations/implicationsThe integrative model and findings of this study can help agri-food industries develop an in-depth understanding of Chinese consumers and to develop targeted strategies to increase willingness to buy through improving consumer trust in food quality and safety.Originality/valueThis study extends the country image framework which previously only consisted of human characteristics (i.e. perceived competence and warmth) by incorporating environmental characteristics (i.e. clean green image) in examining consumers' willingness to buy imported fresh fruit.

Journal

British Food JournalEmerald Publishing

Published: Jun 28, 2021

Keywords: Willingness to buy; Trust; Country of origin; Clean green image; Stereotype content model

References