Building Consumer Trust in Food Suppliers: The Case of Dairy Processors in China

Abstract

This article seeks to explore the relationship between a number of concepts that might be thought of as comprising distinctive dimensions of consumer trust in food suppliers. Building on previous quantity research, and using a survey methodology, face-to-face interviews with consumers were conducted in a Chinese city. A principal-component analysis revealed that the various trust items could best be described by five dimensions, namely: actual behavior, customer relationship, firm scale, providing information, and expertise. Having conducted stepwise regression, four dimensions, actual behavior, customer relationship, firm scale, and providing information were kept in the regression equation, while expertise was omitted. By carefully manipulating the four dimensions in formulating marketing strategies, managers can build consumer trust in food suppliers and gain a competitive edge in the business context.