Heliyon (Sep 2024)
Interactive effects of trust in government information and perceived value on Chinese consumers' actual purchasing behavior toward contaminated seafood
Abstract
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.
