Author(s)

Jinqiu Yu

Corresponding Author

Jinqiu Yu

Abstract

Consumer trust can reduce the uncertainty and risk in the transaction process, and form a positive buying attitude and willingness to buy. There is also a significant correlation between consumers' perceived risk and their purchase intention. The higher the perceived risk, the more likely consumers will not consume or consume less. Consumer trust can directly affect consumers' purchasing intention, and it can also influence consumers' purchasing intention through perceived risk. Green food labels are used by consumers as external clues to quality perception, which can actively play their efficacy and information instructions, thereby increasing consumer trust, reducing perceived risks, and increasing consumers' willingness to buy green food.

Keywords

Green food label, Consumer trust, Perceived risk, Purchase intention