Consumers receive food-related information from various sources and strive to make informed food choices regarding their health, lifestyle and belief. To be effective and reliable, the information consumers receive needs to be from a credible source and delivered to them in a way they trust. The aim of this study was to investigate the sources and media channels of that information consumer trust. An online and hardcopy survey of 298 consumers currently living in Australia was carried out. Many consumers believe that the source of food product information important (87%). As a source of general and nutritional information, Health Professionals, Scientists and Government sources are the most trusted sources, with at least 80% of participants confident of the information coming from these sources. Retailer advertising and social media are the least trusted sources with just 29% and 11%, respectively, confident of these sources. As a delivery medium, printed food labels (67%) and printed brochures or fact sheets (56%) remain the most trusted delivery media compared with electronic media, such as mobile phone or the Internet.
Chan, Caroline; Kam, Booi; Coulthard, Darryl; Pereira, Steven; and Button, Philip, "Food Product Information: Trusted Sources and Delivery Media" (2013). ACIS 2013 Proceedings. 169.