Since 2007, The Center for Food Integrity (CFI) has been at the forefront of groundbreaking research to measure and track consumer attitudes on key food system issues. This research helps create a greater understanding of consumer attitudes and the challenges faced by industry stakeholders to building trust in today’s food system.
CFI’s five previous years of consumer trust research yielded significant insight into how to enhance consumer trust in today’s agriculture and food system. Our peer-reviewed and published trust-building model proves that confidence, or shared values, is three to five times more important than demonstrating competence in building consumer trust. It is this type of unique insight that allows food system stakeholders to take specific action to build consumer trust.
The 2012 Consumer Trust in the Food System research focuses on consumer Values-Orientations, or an individual’s view of society that influences the perception of self and others. If consumers believe today’s food production practices are aligned with what they believe those in the food system should do then they are more likely to trust those practices. There should be greater acceptance of scientific information if it is presented within the context of consumers’ Values-Orientations.
To learn more about this new approach click here.
To learn more about Values-Orientations click here.
What is TURF Analysis? To learn more click here.
The 2012 Consumer Trust in the Food System study was funded by sponsors through the Foundation for Food Integrity, a non-profit foundation created to conduct research and provide educational outreach about today’s food system.
To request a presentation of the 2012 Consumer Trust in the Food System research results, please contact us.