Tonkin Emma, Webb Trevor, Coveney John, Meyer Samantha B, Wilson Annabelle M
Discipline of Public Health, Flinders University of South Australia, Australia.
Behavioural and Regulatory Analysis Section, Food Standards Australia New Zealand, Australia.
Appetite. 2016 Aug 1;103:118-127. doi: 10.1016/j.appet.2016.04.004. Epub 2016 Apr 8.
Consumer trust in food system actors is foundational for ensuring consumer confidence in food safety. As food labelling is a direct communication between consumers and food system actors, it may influence consumer perceptions of actor trustworthiness. This study explores the judgements formed about the trustworthiness of the food system and its actors through labelling, and the expectations these judgements are based on. In-depth, semi-structured interviews with 24 Australian consumers were conducted. Theoretical sampling focussed on shopping location, dietary requirements, rurality, gender, age and educational background. The methodological approach used (adaptive theory) enabled emerging data to be examined through the lens of a set of guiding theoretical concepts, and theory reconsidered in light of emerging data. Food labelling acted as a surrogate for personal interaction with industry and government for participants. Judgements about the trustworthiness of these actors and the broader food system were formed through interaction with food labelling and were based on expectations of both competence and goodwill. Interaction with labelling primarily reduced trust in actors within the food system, undermining trust in the system as a whole. Labelling has a role as an access point to the food system. Access points are points of vulnerability for systems, where trust can be developed, reinforced or broken down. For the participants in this study, in general labelling demonstrates food system actors lack goodwill and violate their fiduciary responsibility. This paper provides crucial insights for industry and policy actors to use this access point to build, rather than undermine, trust in food systems.
消费者对食品系统参与者的信任是确保消费者对食品安全有信心的基础。由于食品标签是消费者与食品系统参与者之间的直接沟通方式，它可能会影响消费者对参与者可信度的认知。本研究探讨了通过标签对食品系统及其参与者的可信度形成的判断，以及这些判断所基于的期望。对24名澳大利亚消费者进行了深入的半结构化访谈。理论抽样重点关注购物地点、饮食要求、农村地区、性别、年龄和教育背景。所采用的方法论方法（适应性理论）使新出现的数据能够通过一组指导性理论概念的视角进行审视，并根据新出现的数据重新考虑理论。食品标签对参与者而言充当了与行业和政府进行个人互动的替代物。对这些参与者和更广泛食品系统的可信度判断是通过与食品标签的互动形成的，并且基于对能力和善意的期望。与标签的互动主要降低了对食品系统内参与者的信任，进而破坏了对整个系统的信任。标签作为进入食品系统的一个切入点发挥着作用。切入点是系统的脆弱点，在这些点上信任可以建立、加强或瓦解。对于本研究中的参与者来说，总体而言标签表明食品系统参与者缺乏善意并违背了他们的受托责任。本文为行业和政策制定者提供了关键见解，以便利用这个切入点来建立而非破坏对食品系统的信任。
