Consumer Trust in Information Sources

Abstract

Trust is essential to understanding public reaction to innovative issues. This research focuses on trust in information sources by explicating the construct of trust and testing a comprehensive model on several information sources about genetically modified foods. Results from a survey of 369 participants reveal the significance of projecting competence and the role of the environment in which a target public receives information. Perceptions of regulatory, social, business, and technical environments affect how likely individuals are to follow advice from institutions like the Food and Drug Administration and the news media. Future research should incorporate knowledge levels and personal relevance as variables likely to influence trusting relationships.