Author(s)

Xu Zu, Weiping Yu, Yue Qiu

Corresponding Author

Xu Zu

Abstract

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.

Keywords

Food Safety Crisis, Psychological Risk, Brand Trust