Trust Certification and Food Safety as Determinants of Consumer Acceptability and Attitude toward Organic Food Consumption

Abstract

Background and Objectives: Organic food consumption is increasingly shaped by consumer trust in certification systems that verify authenticity, safety, and sustainability claims beyond health considerations. The study explores the impact of trust certification and perceived food safety on consumer attitude and acceptability of organic food. It views trust certification as an institutional guarantee that assures organic claims and perceived food safety as a cognitive risk-assessment dimension that influences consumer trust in organic food products. Methodology: This research employed an empirical and analytical approach based on consumer behaviour theory. A primary data survey was conducted with 231 organic food consumers from Salem City using a structured questionnaire. The research participants were chosen through purposive sampling with organic food awareness or experience. The data were analysed using simple linear regression, Pearson correlation, one-way analysis of variance (ANOVA) and mediation analysis using hierarchical regression to verify the hypothesised relationships between trust certification, perceived food safety, consumer attitude and consumer acceptability. Findings and Conclusion: The findings show that trust certification has a strong positive effect on consumer attitude towards organic food consumption (β = 0.612, t = 14.29, p < 0.001) and an explanatory power of 37.40 per cent (R² = 0.374). Perceived food safety had a strong positive correlation with consumer acceptability (r = 0.681, p < 0.01). The ANOVA also showed that there are significant differences in perceived food safety between low, moderate and high levels of trust certification (F = 31.87, p < 0.001). The mediation analysis showed that consumer attitude partially mediates the effect of trust certification on consumer acceptability, with the direct effect of trust certification dropping from β = 0.482 to β = 0.218 after controlling for consumer attitude. The model accounted for 51.20 per cent variation in consumer acceptability. The results reveal that reliable certification and effective safety assurance practices are important for enhancing trust and promoting the acceptance of organic foods.