Consumer Trust In Food Safety Requires Information Transparency

This paper proposes a conceptual model to understand how information transparency matters can support consumer trust in food safety. Beside food labels, food product information can be disseminated by the support of technologies including traceability systems and social media. This article studies extant literature to provide a knowledge base for the development of a conceptual model. Information provided by traceability systems is deemed to increase a consumer's knowledge of a food product. Furthermore, social media is considered as a well-informed source that provides some useful information to consumers. Therefore, we argue that technology-supported information supports and enhances the information consumers need to make their own judgement about the safety of a food product. Three testable propositions are developed from a conceptual model that provides insights into food information that consumers find helpful for developing trust in food safety.