Research on the Impact of Food Safety Crisis on Brand Trust: The Moderating Effect of Psychological Risk
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Xu Zu, Weiping Yu, Yue Qiu
This paper introduces psychological risk to explore the negative impact of different categories of food safety crisis on consumer brand trust. Studies have shown that: (1) Compared with negligence, deliberate food safety crisis often has a greater negative impact on consumer brand trust. (2) Psychological risk plays a full intermediary role in the process of trustworthy and deliberate food safety crisis impact ability, and plays a role in mediating the process of affecting good faith trust. The conclusions of the study provide theoretical basis and practical reference for the follow-up crisis management strategy of food enterprises.
Food Safety Crisis, Psychological Risk, Brand Trust