Consumers' trust in government institutions and their perception and concern about safety and healthiness of fast food

Abstract

ABSTRACT Consumers often depend on public institutions to provide safe and healthy food. Thus, trust in these institutions becomes an important consideration for food consumption. The objective was to examine the relationship between consumer trust in relevant government institutions and consumer perception and concern about fast food safety and healthiness. A quantitative approach was used to conduct a cross-sectional consumer survey in 20 fast-food restaurants in Accra, Ghana. Trust was measured by three components (competence, care, and openness). The competence (β = 0.234, p < .05) and openness (β = 0.238, p < .05) components of trust were significant predictors of consumer perception of safety of fast food. Care component of trust was not significant in influencing any of the dependent variables; however, this component positively associated with the competence and openness components implying that when institutions exhibit competence and honesty they are likely to be perceived as being caring about consumers' concerns. To conclude, relevant institutions need to be more competent, open, and caring to protect consumer health and minimise their concerns about fast-food safety and healthiness. These institutions need to build and maintain consumer trust and ensure that restaurateurs comply with food safety and health guidelines.