Huang Sha, Chen Wenting, Chen Tinggui
College of Economics and Management, Shanghai Ocean University, Shanghai, 201306, China.
Norwegian Institute for Water Research (NIVA), Økernveien 94, 0579, Oslo, Norway.
Heliyon. 2024 Sep 14;10(18):e37597. doi: 10.1016/j.heliyon.2024.e37597. eCollection 2024 Sep 30.
Previous studies have separately examined the roles of trust in government information and perceived value in consumer food choices; however, the interactive effects of trust in government information and perceived value remain unknown. Therefore, this study explores the joint effects of trust in government information and perceived value on shaping consumers' actual food purchase behavior after food contamination. A logit model was used to estimate the interactive effects. The results from a sample of 710 Chinese consumers indicated that a lack of trust continues to make consumers concerned about the safety of seafood, which, together with the spread of internet rumors, leads to the fact that trust in government information does not directly affect consumers' actual purchase behavior. However, it can also indirectly influence purchase behavior through perceived risks and benefits. Specifically, trust in government information reduces risk perception among low-income consumers and enhances benefit perception among low-risk city consumers, thus enhancing purchasing behavior. Moreover, we find city heterogeneity in its impact on consumer purchasing behavior. Specifically, in low-risk cities, it significantly promotes consumer purchasing behavior, however, in high-risk cities, it does not directly affect consumer purchasing behavior. Overall, trust in government information does not directly affect consumer purchasing behavior. Perceived value is a key factor affecting consumer purchasing behavior. An interactive effect exists between trust in government information and perceived value on consumer purchasing behaviors. These results highlight the role of perceived value in amplifying the effects of trust in government information. These findings have significant implications for seafood producers and policymakers. Effective strategies should encompass both the provision of perceived value and the cultivation of trust in government information to promote consumer choices of contaminated food.
以往的研究分别考察了对政府信息的信任和感知价值在消费者食品选择中的作用；然而，对政府信息的信任和感知价值的交互作用仍然未知。因此，本研究探讨了对政府信息的信任和感知价值对塑造食品污染后消费者实际食品购买行为的联合影响。使用逻辑模型来估计交互作用。来自710名中国消费者样本的结果表明，缺乏信任继续使消费者担心海鲜的安全性，这与互联网谣言的传播一起，导致对政府信息的信任不会直接影响消费者的实际购买行为。然而，它也可以通过感知风险和收益间接影响购买行为。具体而言，对政府信息的信任降低了低收入消费者的风险感知，并增强了低风险城市消费者的收益感知，从而增强了购买行为。此外，我们发现城市异质性对消费者购买行为有影响。具体而言，在低风险城市，它显著促进了消费者的购买行为，然而，在高风险城市，它不会直接影响消费者的购买行为。总体而言，对政府信息的信任不会直接影响消费者的购买行为。感知价值是影响消费者购买行为的关键因素。对政府信息的信任和感知价值在消费者购买行为上存在交互作用。这些结果凸显了感知价值在放大对政府信息信任的影响方面的作用。这些发现对海鲜生产商和政策制定者具有重要意义。有效的策略应包括提供感知价值和培养对政府信息的信任，以促进消费者对受污染食品的选择。
