Work

Utilizing Dimensions of Trust to Communicate with Consumers About the Science Behind Food

Year: 2025

Type: article

Abstract: Communicating the science behind food production to consumers is increasingly complex due to the proliferation of food innovations, information overload, and the presence of misinformation. Trust plays a pivotal role in consumer perceptions of food safety and acceptance of new food technologies. This study explores consumers' trust in food by segmenting audiences based on cognitive trust in science, affective trust in new foods, and dispositional trust in sources of food information. Using a survey of 1011 United States consumer respondents, cluster analysis identified five distinct trust segments: Lack Trust, Trusting, On the Fence, Trust New Food Not Science or Sources, and Trust Science not New Food. Results revealed significant demographic differences among the five segments, with age, education, political ideology, and dietary preferences influencing trust levels. Findings contribute to audience segmentation theory by demonstrating the coexistence of multiple trust dimensions and their impact on food-related decision-making. Practically, this study provides a framework for science communicators and policymakers to tailor messaging strategies that align with consumer trust profiles, ultimately fostering informed decision-making in the food system.

Source: Foods

DOI: 10.3390/foods14101674

Authors: Alexa J. Lamm, Kevan W. Lamm, Allison R. Byrd, Nicholas Gabler, Catherine E. Sanders, Michael S. Retallick

Institutions: University of Georgia, Iowa State University, North Carolina State University

Language: English

Topic: Risk Perception and Management

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $3,499