From Country-of-Origin (Coo) to Country-of-Consumption (Coc): The Institutional Journey of Consumer Trust in Food.
in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 398-401.
The University of Auckland Business School Research Paper Series
Posted: 17 Dec 2021
Date Written: 2018
Abstract
This study finds that multiple Country-of-origin cues collectively contribute to building trust in food through institutional food regulation of each country involved in the globalised food provisioning. Country-of-consumption is newly identified as equally important in trust building while a gap of trust may exist between countries of different food regulations. Full paper available at https://www.acrwebsite.org/volumes/2411981
Suggested Citation: Suggested Citation
Michael SW Lee
University of Auckland Business School ( email )
12 Grafton Rd
Private Bag 92019
Auckland, 1010
New Zealand