This study advances research on consumer trust in the food system by integrating mistrust and distrust – two overlooked yet critical dimensions shaping consumer attitudes. While trust has been extensively examined in the literature, its erosion and transformation into more complex attitudes remain underexplored. By adopting a multidimensional and multi-actor approach, the present research provides a nuanced understanding of how consumers evaluate food system actors based on perceived practices and alignment with core values.
The study combined a preliminary focus group with 16 participants and 15 laddering interviews to link consumer perceptions of four key food system actors – farmers, manufacturers, retailers, and public authorities – to attitudes of trust, mistrust, and distrust. Aggregated hierarchical value maps visualise how specific practices trigger different responses and reveal the underlying values shaping these perceptions.
Findings challenge the conventional trust-distrust continuum by showing that trust, mistrust and distrust are distinct yet interrelated attitudes shaped by value congruence. Farmers retain a strong trust foundation grounded in perceived competence and care, whereas manufacturers and retailers face deep scepticism driven by concerns over transparency and sustainability. Public authorities are in an ambivalent position, combining perceived expertise with doubts about integrity and responsiveness. Safety, honesty and autonomy emerge as pivotal values guiding how consumers interpret practices and form attitudinal responses.
This study advances the understanding of consumer trust by analysing trust, mistrust and distrust as distinct attitudes that may unfold together within consumer perceptions. It reveals how perceived practices interact with personal values to generate these attitudinal configurations across food system actors, offering empirical evidence of the dynamic role of value congruence. Beyond a conceptual contribution, it provides actionable insights for rebuilding confidence through tailored, value-based communication strategies, renewing both academic inquiry and managerial practice in the food sector.
