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Along with the economic and technological development in Indonesia, one of the innovations is in the field of social media commerce and it has managed to attract the attention of Indonesian consumers. Different from other social media, TikTok offers a new feature, namely TikTok Live, participants can use this social media for their entertainment as well as a buying and selling platform. At the same time, live streaming also faces several factors where consumers are not yet sure about buying it. However, the marketing strategy has recently become a hot topic of discussion. Therefore, this empirical research aimed to investigate why Indonesian consumers buy on live streaming using perceived trust as a mediating variable, such as trust in the products and trust in the sellers. The factors used to analyse the influence on consumers' purchase intention include utilitarian value, hedonic value and social value. This study collected data in a questionnaire created in Google Forms and performed data analysis using SPSS 26 and SPSS Amos software, using structural equation models to analyse validation and theoretical hypotheses. The results of this analysis are expected to provide knowledge to social commerce providers, especially in the area of live streaming. This study shows that perceived values such as utilitarian, hedonic and social values have a significant positive impact on purchase intention. Utilitarian value and social value both have a significant and positive influence on both consumer trust in the products and consumer trust in the platform, but not on hedonic value, where hedonic value only has a significant positive influence on trust in the platform, but an insignificant effect on trust in the product. Even though hedonic value has no influence on the product, sellers still need to provide a more pleasant atmosphere to attract the attention of users or consumers. And for further research, this study hopes to uncover additional elements that influence consumer behaviour on the TikTok live streaming platform.

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Despite an unprecedented shift in favor of sustainable consumer purchase patterns globally, the overall adoption of refurbished products is still scarce. Earlier empirical investigations have tested aspects affecting consumer purchase intentions concerning remanufactured products, yet they largely ignored risks hindering consumers from opting for them. In order to fill the given theoretical gap, the study tests both inhibiting and igniting factors affecting consumer's remanufacturing products purchase behavior through the use of Stimulus Organism Response (SOR) theory. SOR assists in better understanding consumers' digital purchase behavior toward remanufactured products. Moreover, the study extends the knowledge by examining the impact of Perceived Environmental Benefits, Seller's Reputation, Price Sensitivity, and Social Influence on Consumer's Purchase behavior for remanufactured products. It also investigates the mediating role of the Perceived Risk of Remanufactured Products, followed by the moderating role of Consumers Trust. A useable sample data of 361 was collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicated the inverse relationship between increased price sensitivity and purchase behavior concerning remanufactured products, and all other stated variables reflected a significant association with consumer purchase behavior. Likewise, both mediating and moderating roles were found to be significant. Along with theoretical contributions, the study contains numerous practical directions for policymakers, industry stakeholders, and researchers to increase consumers' purchase behavior toward remanufactured products.

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The range of gluten-free food products available to consumers is steadily expanding. In recent years, recalls of food products have highlighted the importance of accurate labeling of food products for the presence of wheat, other gluten-containing cereals, or gluten itself as refined ingredient. The purpose of this study was to gain more insights into recent food recalls related to undeclared gluten/wheat contamination and consumer experiences with these recalls. Recalls of products triggered by gluten contamination are relatively scarce and are not often triggered by a consumer complaint. The impact of these recalls on consumer trust was evaluated through an online survey that was distributed among supporters of Celiac Canada (CCA) and covered (i) strategies to adhere to a gluten-free diet, (ii) experiences with gluten-free recalls and their impact on consumer trust, and (iii) demographic information. Consumer concern regarding gluten-free product recalls is significant, but the concern regarding recalls is not heightened after experiencing a recall. Companies pursuing transparency in the process, identification of the source of contamination, and mitigation strategies going forward are likely to retain consumer trust in their product and brand. Based on the survey results, further efforts focusing on consumer education regarding interpreting nutrient labels, identifying sources of information on product recalls, and understanding procedures to follow upon suspected gluten contamination of a gluten-free product are recommended.

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In this paper, we use the method of principal-form analysis, based on 836 consumer survey data obtained from mobile Internet, and analyze the trust of current residents' tea consumption behavior on information content, presentation form, subject and other elements of information tools and their influence on the pollution-free certified products with the help of descriptive statistical analysis, KMO test and common factor extraction method. It was found that, firstly, the higher the trust of tea consumers in information content, the higher the additional willingness to pay; secondly, the form trust also significantly affects tea consumers' willingness to pay for pollution-free certified tea, and the specific cognitive information presentation form can effectively enhance tea consumers' willingness to pay; thirdly, there are significant differences in the trust of subjects, and enhancing the trust of industrial subjects helps to improve the pollution-free certified industrial The effect of trust of external subjects is not significant; fourth, the higher the tea consumers' care about the attributes of experienced products, the higher the degree of knowledge about the three products and one standard, and the higher the consumers' education, the higher they are willing to pay higher prices for traceable tea.

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Food Industries, at this moment, are moving towards a new phase, and this phase will be governed by consumers and not by the industry leaders. The report shows that claims on sustainability, health, wellness, and transparency would govern the future trends in the food industry. Currently, there are several cases of misleading and false claims which hamper consumer trust. So, to uphold consumer trust, authentication of claims through transparency in the food supply chain is required, and blockchain technology can bring transparency at relatively low transaction costs. Once in a blockchain network, data is very difficult to manipulate, with no single point of authority to mess and collapse the system. Though we see mostly the financial systems using blockchain's decentralized functionality, there is a growing trend of innovative applications being built in the supply chain area for contracts and operations. With effort in the right direction and over time, blockchain will recast how operations and processes are done across the industry, including public sectors. The paper reviews the opportunity for the blockchain in enabling food industries for future-readiness, empowering the consumers in verifying the product claims and thus prevent themselves from food fraud. In doing so, the paper considers the future trends in the food industry, identifies current food fraud cases, and outlines the various applications in the agri-food chain and challenges associated with it.

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Opaque value chains as well as environmental, ethical and health issues and food scandals are decreasing consumer trust in conventional agriculture and the dominant food system. As a result, critical consumers are increasingly turning to community-supported agriculture (CSA) to reconnect with producers and food. CSA is often perceived as a more sustainable, localized mode of food production, providing transparent production or social interaction between consumers and producers. This enables consumers to observe where their food is coming from, which means CSA is considered suitable for building trust in food (production). However, it remains unclear how exactly members' trust in 'their' farmers is built. To determine the factors that predict members' trust in CSA and its farmers, and the importance of these factors when compared to each other, we conducted a quantitative study among CSA members in Germany and applied a multiple regression model (n = 790). The analysis revealed that trust in CSA and its farmers is influenced by "reputation", "supply of information", "direct social interaction" and the "duration of CSA membership". Other factors such as the "certification status of the CSA farm" and "attitudes toward organic certification" did not significantly predict trust. We conclude that producers' willingness to be transparent already signals trustworthiness to CSA members and is more important to members than formal signals. Other actors within the food system could learn from CSA principles and foster a transition toward a more regionalized value-based food system to help restore agriculture's integrity. Supplementary Information: The online version contains supplementary material available at 10.1007/s10460-022-10386-3.

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The main objective of this study was to investigate how food fraud is perceived among consumers in Serbia and Montenegro. A total of 1264 consumers from the two countries participated in an online survey during the second half of 2022, using Google forms®. In the Serbian population, older or highly educated respondents are aware of different types of fraudulent activities such as substitution, mislabeling, concealment, and counterfeiting. Dilution is mostly recognized by women, the younger population, and students. Consumers believe that trust is the most important factor when purchasing food. The highest level of agreement regarding food fraud is that such activities may pose serious health risks to consumers, and that food inspection services are the most responsible actors in the food chain continuum. When it comes to purchasing food, open green markets are most trustworthy, followed by hypermarkets. Concerning the types of food, fish is most susceptible to fraud, followed by olive oil. This study builds upon existing knowledge of food consumers about food fraud in Europe.

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Following the outbreak of COVID-19, farmer-assisted live streaming has become a hot topic in China. In this manuscript, we explore the ways in which broadcaster and platform characteristics jointly influence consumers' purchase intention. To examine our hypotheses, we distributed questionnaires to 261 Chinese consumers who viewed farmer-assisted live streaming. Correlational analyses, regression analyses, and confirmatory factor analyses were conducted to examine our hypotheses. The results show that broadcasters' expertise is positively related to consumer trust and that platform reputation moderates this relationship. In addition, consumer trust mediates the positive relationship between broadcasters' expertise and consumer purchase intention. Furthermore, the theoretical and practical implications of these findings are discussed.

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With the rise of live streaming commerce, the relationship between consumers and content creators on the short-video platforms has become closer, forming a peculiar culture and language in each consumer community, which promotes the short-video platforms to become a natural breeding ground for forming consumer communities. While such communities give birth to its own language and culture from the interaction between content creators and consumers, this kind of co-creation can not only enhance the consumers' trust to improve commodity premium space, but also strengthen the ties within the community and spread the information outside the communities, and consequently, expand community scale. Based on the view of the value co-creation from the language and culture among content creators and consumers in the communities, this study starts from the point of product type, employs consumers' Willingness to pay premium (WoPP) as a proxy variable of brand advocacy in the co-creation of cultural and language values in consumer communities, and conducts three single-factor experiments between two groups. By analyzing the experimental results, this study identified the influence under the potential relationship mechanism, social comparison, and found another variable that can moderate the relationship, consumer trust, portrays the relationship between the product types of the live streaming commerce and the consumers' WoPP, and explores the mediating effect of social comparison and the moderate effect of consumer trust effect. This paper also analyzes and discusses the WoPP caused by the co-creation of cultural and language values co-created by creators and consumer communities.

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The rise of digital platforms intensifies the price competition among agents. Agents often use low price strategies to attract consumers. However, the low-price strategy is often filled with false information and consumers perceive the non-truthfulness of the price information. Then, consumers' trust in agents gradually decreases, which inhibits the growth of online shopping. Blockchain is seen as a solution to the trust crisis between agents and consumers. Our research is based on two competing agents selling the same type of goods on the same platform. We discuss agents' blockchain technology application strategies in three scenarios, which are defined by whether agents choose to apply blockchain technology to improve consumer trust. The results show that the application of blockchain technology is beneficial to agents only when consumer trust is low. Furthermore, the YN strategy is regarded as a possible equilibrium strategy, which depends on the blockchain application cost and consumer trust. Some extended cases are discussed for post-blockchain consumer welfare, cost-sharing contracts, dishonesty penalties, and variable blockchain costs, and the results show that the analysis in this manuscript is robust. Our findings have important practical significance for promoting the application of blockchain technology and alleviating the problem of price information asymmetry in platform shopping.

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The purpose of this research is to highlight the relationship between green product attributes and consumer trust that influence consumers' decision to purchase green products in the context of Pakistan. This study contributes to determining quantitatively how green product attributes such as physical, perceptual, and reflexive attributes influence consumers' trust to purchase a green product and investigates the mediating role of green marketing. Data was collected from different industrial sectors through a survey questionnaire. We employed Structural Equation Modeling (SEM) using the SMART-PLS software to check the reliability and validity of the constructs, and to test the hypotheses. This study reveals variations in terms of shaping the sustainable consumers' buying behavior by modifying product attributes and green marketing strategies that are in congruence with the proposed hypotheses of this study. In the end, the findings and interpretations of the results are given which can guide the managers to develop effective green marketing campaigns in reshaping the purchase intentions of consumers toward their green products.

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Trust is a valuable resource that varies between countries. This paper suggests that consumers' trust in retailers and service providers, facilitating interactions and transactions between sellers and buyers in impersonal markets, is best understood as generalized trust. The paper is based on 28 037 respondents' evaluations of consumer conditions in 30 European countries. The material reveals large country-to-country variations in the percentages of residents who trust public authorities to protect their consumer rights. Moreover, there are large differences in the percentages who trust retailers and service providers to respect their rights as consumers. A multilevel path analysis supports the paper's main hypothesis that fair and effective consumer authorities enhance generalized trust in the markets. The analyses also demonstrate that fair and effective consumer institutions contribute to more equality in the markets. It is argued that consumer markets are important arenas for the maintenance and production of trust and social capital. And that generalized trust produced in markets will probably extend to, and be valuable for, the wider society.

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Using health claims on foods in the European Union and the United States for more than two decades did not have a noticeable positive impact on public health and neither on the innovation or sales of such food products. The objective was to assess the reasons for this limited impact using a narrative review approach. Consumers assess the value of health claims on foods case-by-case in a way that can be explored with the opportunity, ability, and motivation framework. Perceived relevance of a health claim seems to be an important motivational factor in consumer responses. Thus, targeted marketing of foods with health claims should be applied specifically to those consumers for which the claimed benefit is relevant. Language for the health claim should be used that is reflective for the scientific substantiation as well as credible and clearly understood by the target consumer. The food should be a credible carrier for the claimed benefit, and not be compromised on taste and other sensory properties. Finally, consumers should be made more aware of what health claims are, and what they are not, in relation to healthy eating. With these adaptations the use and impact of health claims may become more effective.

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During the last decade, Internet has become an essential element in Marketing due to the benefits that come along with it, especially, in services that may promote and distribute products and services easily. In scientific literature, any activity that involved on online selling of a product or a service was classified as being e-commerce. In the last few years, since the pandemic started, many sellers had to find innovative distribution methods by implementing the principles of Affiliate Marketing (AM). Unfortunately, the implementation of AM principles in health care services has not gained too much attention because there are not so many specialists who would identify AM guidelines and take into consideration the full potential of this form of Marketing. The aim of this review was to investigate the existing literature on health care services and Affiliate Marketing and to assess whether the principles of AM might be successfully applied in health care services, with a specific interest in Ophthalmology products.

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Vegetables constitute a major component of human food security. They are the main sources of essential nutrients including antioxidants, natural dyes, minerals, and vitamins. Eating habit issues related to the consumption of vegetables are gaining importance within the context of a healthy lifestyle, longevity, and physical fitness. Additionally, food quality is of primary importance, and so-called eco-food (defined as food as natural as possible, without fertilizers, pesticides, or preservatives) seems to be the most popular world-trend in healthy nutrition. Keeping these ideas in focus, research on vegetable consumption in Poland in the context of conventional or organic production was performed using online questionnaire surveys. The results revealed that the rate of vegetable consumption depended primarily on economic status, except for the potato, which was a staple cutting across all economic strata. Among the 108 analyzed respondents, 74% bought vegetables from certified organic farms. However, 59% bought organic vegetables "rarely" or "sometimes", and only 15% "often". Next, respondents chose to buy vegetables from fresh food markets (45%) and in local shops (41%). About 20% of the respondents acquired vegetables from their own farms. Among the reasons for choosing vegetables from certified organic farms, respondents mentioned in decreasing order: "desire for proper nutrition" (30%), "thinking that organic vegetables are healthier" (28%), and "organic vegetables are generally better" (7%).

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With the blooming of the socio-economy in China, urban water consumption continues rising, and the promotion of water-saving appliances has become one of the priorities of water saving efforts. Based on the perceived risk theory, this research constructs a moderated mediation model to explore the mechanisms that explain and affect consumers' willingness to purchase water-saving appliances. The study finds that consumers' perceived risk of buying water-saving appliances is mainly functional, economic, and psychological risks. Perceived risk will reduce consumers' quality trust and green trust in water-saving appliances, and indirectly influences consumers' willingness to buy through quality and green trust. In addition, we find that consumer knowledge of water-saving appliances can weaken the negative impact of perceived risk on quality trust and green trust and the indirect inhibitory effect on purchase intentions. In final, we provide policy recommendations to guide consumers to purchase water-saving appliances and promote the popularization of water-saving appliances.

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Food quality certifications have been widely promoted for sustainable goals and addressing consumers' increasing concern for food safety. However, these mechanisms have achieved varied success in practice. Prior research notes the importance of certification and certifying agencies in making tangible an invisible process to build consumer trust in certified food. What we have yet to understand is if and how perceived trustworthiness of food actors, such as growers and retailers in that process, influences consumers' trust in food certification and their food choices. To extend the literature on food certification in a complex network environment, we examined consumer trust in three food certification schemes which represent two types (community-based versus third-party), two certification origins (international versus domestic), and two certification standards (organic versus Good Agricultural Practice or GAP). Data were collected via in-depth interviews with 27 participants in Vietnam. These participants have similar awareness of, access to and capability to afford organic food but differ in their food choice. This is the first study exploring consumers' perceptions of community-based certification in comparison with other third-party certifications in the same market. Our study shows that the variation in consumer trust in certifications depends on their perceived trustworthiness of the food system and its actors to deliver certified food. Findings reveal that the higher the level of trust in the certification, the lower the need for trust in food actors. Conversely, the lower the level of trust in the system, the higher the need for trust in food actors. Importantly, food chain governance, the mechanisms linking growers to retailers, increase consumers' trust in certified food. The study proposes two food governance frameworks to improve consumer trust in certification schemes in developing countries.

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Short videos have become the most-liked medium for Chinese consumers to learn about a brand's products or services. This paper assesses how short video storytelling shapes Chinese consumers' perceptions towards blockchain-credentialed Australian beef and their willingness to pay (WTP). A controlled experiment with a one-minute short video was implemented in an online survey. Respondents in the treatment group watched the video before filling out the survey, whereas respondents in the control group did not. The paper analyses and compares the empirical results from local (n = 76) and foreign (n = 27) consumers. Results illustrate that the short video, as part of our food communications, positively shapes consumer perception towards meat quality, labelling and traceability trust of Australian beef but has only slight or even negative effects on WTP. This could be due to the short video offering consumers a sense of supply chain visibility but not delivering the right messages to meet their expectation of blockchain credentials. Furthermore, short video storytelling effects vary among consumers with different socio-economic characteristics. Our results posit that short video storytelling can be a useful tool in communicating blockchain-credentialed food products but require the design of a tailor-made storytelling experience for diverse consumers.

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With the development of consumer-centric data collection, storage, and analysis technologies, there is growing popularity for firms to use the behavioral data of individual consumers to implement data-driven discrimination strategies. Different from traditional price discrimination, such data-driven discrimination can take more diverse forms and often discriminates particularly against firms' established customers whom firms know the best. Despite the widespread attention from both the academia and the public, little research examines how consumers react to such discrimination enabled by big data. Based on attribution theory, this paper examines how different ways of consumer attribution of data-driven discrimination influence perceived fairness and consumer trust toward the firm. Specifically, we hypothesize that controllability by consumers and locus of causality of data-driven discrimination interactively influence perceived fairness, which further affects consumer trust. We conduct two experiments to test the hypotheses. Study 1 uses a 2(controllability: high vs. low)×2(locus of causality: internal vs. external) between-subjects design. The results show a significant interaction between controllability and locus of causality on consumer trust. When consumers attribute data-driven discrimination to themselves (internal attribution), consumer trust is significantly lower in low-controllable situations than that in high-controllable situations. When consumers attribute the discrimination to the firm (external attribution), however, the impact of controllability on consumer trust is nonsignificant. Moreover, we show that perceived fairness plays a mediating role in the interaction effect of controllability and locus of causality on consumer trust. Study 2 uses a similar design to replicate the findings of Study 1 and further examines the moderating role of consumer self-concept clarity. The results show that the findings of study 1 apply only to consumers with low self-concept clarity. For consumers with high self-concept clarity, regardless of the locus of causality (internal or external), consumer trust is significantly higher in high-controllable situations than that in low-controllable situations. Finally, we discuss the theoretical and managerial implications and conclude the paper by pointing out future research directions.

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Social media enables medical professionals and authorities to share, disseminate, monitor, and manage health-related information digitally through online communities such as Twitter and Facebook. Simultaneously, artificial intelligence (AI) powered social media offers digital capabilities for organizations to select, screen, detect and predict problems with possible solutions through digital health data. Both the patients and healthcare professionals have benefited from such improvements. However, arising ethical concerns related to the use of AI raised by stakeholders need scrutiny which could help organizations obtain trust, minimize privacy invasion, and eventually facilitate the responsible success of AI-enabled social media operations. This paper examines the impact of responsible AI on businesses using insights from analysis of 25 in-depth interviews of health care professionals. The exploratory analysis conducted revealed that abiding by the responsible AI principles can allow healthcare businesses to better take advantage of the improved effectiveness of their social media marketing initiatives with their users. The analysis is further used to offer research propositions and conclusions, and the contributions and limitations of the study have been discussed.