{"id":25866,"date":"2024-12-06T16:00:00","date_gmt":"2024-12-06T15:00:00","guid":{"rendered":"https:\/\/www.munich-business-school.de\/insights\/?p=25866"},"modified":"2024-12-04T15:39:36","modified_gmt":"2024-12-04T14:39:36","slug":"trust-as-the-key-ingredient-new-research-co-authored-by-sophie-hieke-on-sustainable-and-innovative-food-choices","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/en\/2024\/trust-as-the-key-ingredient-new-research-co-authored-by-sophie-hieke-on-sustainable-and-innovative-food-choices\/","title":{"rendered":"Trust as the Key Ingredient: New Research Co-authored by Sophie Hieke on Sustainable and Innovative Food Choices"},"content":{"rendered":"\n<p><strong>How does trust influence what we eat? This compelling question is tackled in a new study titled <em>\u201cWhy Trust is Crucial \u2013 The Moderating Role of Trust in the Relationship Between Motivation and Intention to Buy Healthy, Sustainable, and Novel Foods\u201d<\/em>. Co-authored by Munich Business School\u2019s Hieke, Sophie, along with researchers from institutions such as the University of Reading (UK), KU Leuven (Belgium), and the University of Warsaw (Poland), the study has been accepted for publication in <em>Food Quality and Preference<\/em>, a highly respected journal in the fields of food science and consumer behavior.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>The research, based on surveys of over 25,000 participants across 13 European countries, delves into how trust in different food chain actors affects the motivation-intention gap for purchasing healthy, sustainable, and novel foods. Key insights include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sustainability<\/strong>: Trust significantly strengthens the connection between consumers\u2019 motivation for sustainable living and their intention to buy sustainable products. Farmers and retailers were particularly influential.<\/li>\n\n\n\n<li><strong>Innovation<\/strong>: Trust across all actors, including manufacturers and authorities, was a critical enabler for translating innovation interest into buying intentions for novel food products.<\/li>\n\n\n\n<li><strong>Health<\/strong>: Surprisingly, trust did not play a major role in healthy food choices, suggesting that these decisions are more influenced by existing consumer knowledge than external information.<\/li>\n<\/ul>\n\n\n\n<p>This study aligns closely with SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action). Encouraging trust in sustainable and innovative food systems could accelerate the shift towards environmentally friendly consumption patterns. Trust-building initiatives, such as transparent labeling and responsible marketing, are critical to empower consumers in making choices that benefit the planet.<br>The collaboration exemplifies the commitment of Munich Business School to impactful, globally relevant research. At MBS, we strive to co-create knowledge that addresses critical societal challenges, embodying our vision to shape tomorrow.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"390\" height=\"219\" src=\"https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2024\/12\/Vertrauen-als-Schluessel-Neue-Forschungsergebnisse-von-Sophie-Hieke-ueber-nachhaltige-und-innovative-Ernaehrungsentscheidungen.jpg\" alt=\"\" class=\"wp-image-25842\" style=\"width:456px;height:auto\"\/><\/figure>\n<\/div>\n\n\n<br>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Reference<\/strong><\/h2>\n\n\n\n<p>Macready, A. L., Hieke, S., Klimczuk-Kocha\u0144ska, M., Szumia\u0142, S., Wachter, K., Arnoult, M. H., Vranken, L., &amp; Grunert, K. G. (2024). Why Trust is Crucial: The Moderating Role of Trust in the Relationship Between Motivation and Intention to Buy Healthy, Sustainable, and Novel Foods. <em>Food Quality and Preference<\/em>, 112, 105386. <a href=\"https:\/\/doi.org\/10.1016\/j.foodqual.2024.105386\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/doi.org\/10.1016\/j.foodqual.2024.105386<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>How does trust influence what we eat? This compelling question is tackled in a new study titled \u201cWhy Trust is Crucial \u2013 The Moderating Role of Trust in the Relationship Between Motivation and Intention to <a class=\"mh-excerpt-more\" href=\"https:\/\/www.munich-business-school.de\/insights\/en\/2024\/trust-as-the-key-ingredient-new-research-co-authored-by-sophie-hieke-on-sustainable-and-innovative-food-choices\/\" title=\"Trust as the Key Ingredient: New Research Co-authored by Sophie Hieke on Sustainable and Innovative Food Choices\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":26,"featured_media":24987,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5610,2336,2288,1623,11998,3183],"tags":[2430,4776,4924,1973],"coauthors":[685],"class_list":["post-25866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-homepage-en","category-mbs","category-mbs-campus-community","category-mbs-news-en","category-news-en","category-research","tag-innovation","tag-research","tag-study","tag-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Food Choices: Trust as the Key Ingredient<\/title>\n<meta name=\"description\" content=\"How does trust influence what we eat? 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