Building trust through innovative trust building process : the case of organic food market in Thailand

Abstract

The organic food industry is currently faced with challenges of consumer mistrust due to the current food supply chain issues concerning the reliability of information, supply chain transparency, product quality, logistic issues, environmental impact, fraud, and food safety. Although receiving certification from the authorized institutions is one way of building consumer trust, it remains a cumbersome process. In addition, consumers are increasingly looking to develop trust through other sources, such as searching for information that relates to the reputation of the retailers or the credibility of the producers. While trust has been generally defined in previous trust-related studies as the positive outcomes of interaction, it remains fairly under-theorized in food studies. This research aims to explore the determinants of trust and understand their impact on trust components and trust-related behaviors through an innovative trust building process. To this end, an innovative trust-building platform is designed as the research tool for achieving the research objectives. The research scope is the organic food market in Thailand where trust is fragile, and the system or market is fragmented.

Comprising six phases, this study begins by exploring the conceptual framework and determinants of trust. Data were collected from a systematic literature review, expert interviews, and a survey. The 5Cs – control, competence, characteristics, communication, and community – were identified as the determinants of trust in the organic food context. A survey of 319 respondents revealed that certain characteristics and community factors impacted the trusting beliefs and trusting intentions. The second phase of this study is the requirement analysis which entails the features and design of the platform. A trust-building co-creative workshop was organized with 21 participants comprised of experts, farmers, businesses, and consumers. The key requirements identified by the participants included information transparency and the communication process. The third phase of this study is the design and development of the platform by implementing blockchain technology. Fourth, a study of user acceptance was conducted by a questionnaire survey of 128 respondents. The results revealed high levels of user acceptance, satisfaction, interest, and platform value. The fifth phase assesses the subsequent development of consumer trust. From the 128 participants in the questionnaire survey, communication was the only determinant that was found to impact consumer trust. Both intention to purchase and intention to co-create were identified as the trust-related behavioral outcomes. Lastly, a commercialization plan recommends a new enterprise positioned as a technical solutions provider. This research contributes to the trust theory in social sciences by integrating the trust-building process and examining the development of consumer trust through the process. The findings are of value in formulating effective trust-building policies and promoting expansion of the sustainable organic food market.