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Expectations and everyday opportunities for building trust in the food system

Emma Tonkin (Flinders University of South Australia, Bedford Park, Australia)
Julie Henderson (Social Health Sciences, Flinders University, Adelaide, Australia)
Samantha B. Meyer (School of Public Health and Health Systems, University of Waterloo, Waterloo, Canada)
John Coveney (Public Health, Flinders University of South Australia, Bedford Park, Australia)
Paul R. Ward (Discipline of Public Health, Flinders University, Adelaide, Australia)
Dean McCullum (SA Health, Adelaide, Australia)
Trevor Webb (Behavioural and Regulatory Analysis Section, Food Standards Australia New Zealand, Canberra BC, Australia)
Annabelle M. Wilson (Discipline of Public Health, Flinders University of South Australia, Bedford Park, Australia)

British Food Journal

ISSN: 0007-070X

Publication date: 28 September 2020

Abstract

Purpose

Consumers’ trust in food systems is essential to their functioning and to consumers’ well-being. However, the literature exploring how food safety incidents impact consumer trust is theoretically underdeveloped. This study explores the relationship between consumers’ expectations of the food system and its actors (regulators, food industry and the media) and how these influence trust-related judgements that consumers make during a food safety incident.

Design/methodology/approach

In this study, two groups of purposefully sampled Australian participants (n = 15) spent one day engaged in qualitative public deliberation to discuss unfolding food incident scenarios. Group discussion was audio recorded and transcribed for the analysis. Facilitated group discussion included participants' expected behaviour in response to the scenario and their perceptions of actors' actions described within the scenario, particularly their trust responses (an increase, decrease or no change in their trust in the food system) and justification for these.

Findings

The findings of the study indicated that food incident features and unique consumer characteristics, particularly their expectations of the food system, interacted to form each participant's individual trust response to the scenario. Consumer expectations were delineated into “fundamental” and “anticipatory” expectations. Whether fundamental and anticipatory expectations were in alignment was central to the trust response. Experiences with the food system and its actors during business as usual contributed to forming anticipatory expectations.

Originality/value

To ensure that food incidents do not undermine consumer trust in food systems, food system actors must not only demonstrate competent management of the incident but also prioritise trustworthiness during business as usual to ensure that anticipatory expectations held by consumers are positive.

Keywords

Acknowledgements

Funding: The study was funded by a Flinders University Faculty of Medicine, Nursing and Health Sciences Small Competitive Research Grant. The funder had no input into or role in study design; in the collection, analysis and interpretation of data; in the writing of the report; and in the decision to submit the article for publication.

Citation

Tonkin, E., Henderson, J., Meyer, S.B., Coveney, J., Ward, P.R., McCullum, D., Webb, T. and Wilson, A.M. (2020), "Expectations and everyday opportunities for building trust in the food system", British Food Journal, Vol. 123 No. 2, pp. 702-719. https://doi.org/10.1108/BFJ-05-2020-0394

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Emerald Publishing Limited

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