How does trust influence what we eat? This compelling question is tackled in a new study titled “Why Trust is Crucial – The Moderating Role of Trust in the Relationship Between Motivation and Intention to Buy Healthy, Sustainable, and Novel Foods”. Co-authored by Munich Business School’s Hieke, Sophie, along with researchers from institutions such as the University of Reading (UK), KU Leuven (Belgium), and the University of Warsaw (Poland), the study has been accepted for publication in Food Quality and Preference, a highly respected journal in the fields of food science and consumer behavior.
The research, based on surveys of over 25,000 participants across 13 European countries, delves into how trust in different food chain actors affects the motivation-intention gap for purchasing healthy, sustainable, and novel foods. Key insights include:
- Sustainability: Trust significantly strengthens the connection between consumers’ motivation for sustainable living and their intention to buy sustainable products. Farmers and retailers were particularly influential.
- Innovation: Trust across all actors, including manufacturers and authorities, was a critical enabler for translating innovation interest into buying intentions for novel food products.
- Health: Surprisingly, trust did not play a major role in healthy food choices, suggesting that these decisions are more influenced by existing consumer knowledge than external information.
This study aligns closely with SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action). Encouraging trust in sustainable and innovative food systems could accelerate the shift towards environmentally friendly consumption patterns. Trust-building initiatives, such as transparent labeling and responsible marketing, are critical to empower consumers in making choices that benefit the planet.
The collaboration exemplifies the commitment of Munich Business School to impactful, globally relevant research. At MBS, we strive to co-create knowledge that addresses critical societal challenges, embodying our vision to shape tomorrow.
Reference
Macready, A. L., Hieke, S., Klimczuk-Kochańska, M., Szumiał, S., Wachter, K., Arnoult, M. H., Vranken, L., & Grunert, K. G. (2024). Why Trust is Crucial: The Moderating Role of Trust in the Relationship Between Motivation and Intention to Buy Healthy, Sustainable, and Novel Foods. Food Quality and Preference, 112, 105386. https://doi.org/10.1016/j.foodqual.2024.105386
