The Effects of Organic Food Labels and Trust in Producers on Customer Engagement

Abstract

This study examines the effect of organic food labels and trust in producers on customer engagement in the context of organic food consumption. At the same time, it tests the mediating role of trust in producers in the relationship between organic food labels and customer engagement. The proposed research model and hypothesis are based on the combination of the S-O-R model, the cue utilization theory, and the social exchange theory. Quantitative data were collected from 388 Ho Chi Minh City customers with prior experience consuming organic food. The structural model was analyzed and verified through PLS-SEM software. The results show that organic food labels and trust in producers positively impact customer engagement. In addition, the complementary partial mediation role of trust in producers is also demonstrated. Policies are also discussed to increase trust in producers and customer engagement.