Believing and acting on fake news related to natural food
The influential role of brand trust and system trust
Bibliographic Data
| ID | 21295664 |
|---|---|
| Authors | Subhalakshmi Bezbaruah (0000-0002-9581-5450, Institute of Management Technology), Amandeep Dhir (0000-0002-6006-6058, University of Agder, corresponding author), Shalini Talwar (0000-0002-2819-5685), Teck Ming Tan (0000-0002-9569-648X, University of Oulu), Puneet Kaur (0000-0002-8309-8888, University of Bergen) |
| Year | 2022 |
| Volume | 124 |
| Issue | 9 |
| Pages | 2937-2962 |
| Publication date | 2022-08-09 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-02-2021-0190 |
| OpenAlex | W3217021236 |
| Language | EN |
| Citations received | 7 |
| References cited | 73 |
Purpose Fake news represents a real risk for brands, particularly for firms selling essential products, such as food items. The present study addresses this gap by examining the association of consumer values (universalism and openness to change), brand trust, fake news risk and system trust in the context of natural food products. Design/methodology/approach The study utilised a cross-sectional survey design and the mall-intercept method to collect data from 498 consumers of natural food residing in India. To test the hypotheses, which were grounded in the stimulus-organism-response (SOR) framework, the collected data were analysed using covariance-based structural equation modelling in SPSS AMOS. The conceptual model proposed universalism and openness to change as stimuli, brand trust as an internal state or organism and fake news risk – captured through the tendency of consumers to believe and act on fake news – as a response. Findings The findings support a positive association of universalism with brand trust and a negative association with fake news risk. In comparison, openness to change has no association with either brand trust or fake news risk. Brand trust, meanwhile, is negatively related to fake news, and this association is moderated by system trust. Furthermore, brand trust partially mediates the relationship between universalism value and fake news risk. Originality/value Notably, the present study is one of the first attempts to understand the fake news risk associated with natural food brands by utilising the SOR framework in an emerging market setting. The study provides interesting insights for policymakers, brands and consumers
Advertising · Business · Context (archaeology) · Openness to experience · Perception · Political science · Reputation · Risk perception · Value (mathematics) · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Marketing · Misinformation and Its Impacts · Psychology · Social Psychology
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| Citations per year | 2.33 |
|---|---|
| Citation span | 2023 - 2026 (4) |
| Highly cited | No |