Exploring the mediating role of trust in food products with Protected Designation of Origin. The case of ´Jamón de Teruel´

  • Carmina Fandos-Herrera Universidad de Zaragoza, Facultad de Economía y Empresa (Paraíso), Dept. de Dirección de Marketing e Investigación de Mercados. Gran Vía 2. 50005 Zaragoza
Keywords: perceived quality, perceived risk, agro-food products


The growing concern about quality in food products has substantially increased the competitiveness of agro-food products that possess quality-system certifications compared to non-certificated products. This research focused on understanding how consumer trust is greater when agro-food products have a Protected Designation of Origin (PDO). In particular, we analyze whether the influence of consumers’ perceived quality of a PDO product has a direct effect on their perceived risk or whether this relationship is mediated by consumer trust, which can help us advance in the study of consumer behavior within the agro-food marketing discipline. Our findings obtained through the comparison of two models, the proposal and another rival, suggest that the initially proposed model present a better fit and explains the relationships better than the rival model, which highlights the essential role of consumer trust in explaining consumers’ perceived risk and their subsequent purchasing behavior. Consequently, managers should pay special attention to consumer trust because trust is the key mediating aspect which allows the incorporation of characteristics highly valued by consumers in food products like origin, tradition and production methods to reduce perceived risk.


Download data is not yet available.


Anderson J, Gerbing D, 1988. Structural modelling in practice: a review and recommended two-step approach. Psychol Bull 103(3): 411-423. http://dx.doi.org/10.1037/0033-2909.103.3.411

Aramyan L, Ondersteijn C, Van Kooten O, Lansink AO, 2006. Performance indicators in agri-food production chains. In: Quantifying the agri-food supply chain; Ondersteijn CJM et al. (eds). pp: 47-64. Springer, Netherlands. http://dx.doi.org/10.1007/1-4020-4693-6_5

Badiola JJ, 2006. De la EEB a la gripe aviar. Revista Cárnica 33, Etapa 269: 10-12.

Bagozzi R, Yi Y, 1988. On the evaluation of structural equation models. J Acad Mark Sci 16(1): 74-94. http://dx.doi.org/10.1007/BF02723327

Bauer RA, 1960. Consumer behavior as risk taking. Proc 43rd Conf Am Market Assoc, Dynamic marketing for a changing world; Hancock RS (ed). pp: 389-398.

Becker T, 2000. Consumer perception of fresh meat quality: a framework for analysis. Brit Food J 102(3): 158-176. http://dx.doi.org/10.1108/00070700010371707

Bello L, Calvo D, 2000. The importance of intrinsic and extrinsic cues to expected and experienced quality: an empirical application for beef. Food Qual Prefer 11: 229-238. http://dx.doi.org/10.1016/S0950-3293(99)00059-2

Berg L, 2004. Trust in food in the age of mad cow disease: A comparative study of consumers' evaluation of food safety in Belgium, Britain and Norway. Appetite 42(1): 21-32. http://dx.doi.org/10.1016/S0195-6663(03)00112-0

Bernués A, Olaizola A, Corcoran K, 2003. Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation. Food Qual Prefer 14: 265-276. http://dx.doi.org/10.1016/S0950-3293(02)00085-X

Bloemer J, Odekerken-Schröder G, 2003. Antecedents and consequences of affective commitment. Australas Mark J 11 (3): 33-43. http://dx.doi.org/10.1016/S1441-3582(03)70133-5

Bonetti E, 2004. The effectiveness of meta-brands in the typical product industry: mozzarella cheese. Brit Food J 106 (10/11): 746-766. http://dx.doi.org/10.1108/00070700410561360

Bredahl L, Grunert KG, Fertin C, 1998. Relating consumer perceptions of pork quality to physical product characteristics. Food Qual Prefer 9(4): 273-281. http://dx.doi.org/10.1016/S0950-3293(98)00007-X

Byrne B, 2006. Structural equation modeling with EQS: basic concepts, applications, and programming. Ed. Taylor & Francis Group, New York.

Calvo D, 2001. Analysis of quality and perceived risk in the buying decision-making process of food products. Doctoral thesis. University of A Coruña, Spain. [In Spanish].

De Jonge J, Van Trijp JCM, Van Der Lans IA, Renes RJ, Frewer LJ, 2008. How trust in institutions and organizations builds general consumer confidence in the safety of food: A decomposition of effects. Appetite 51: 311-317. http://dx.doi.org/10.1016/j.appet.2008.03.008

Delgado E, Munuera JL, 2001. Brand trust in the context of consumer loyalty. Eur J Mark 35 (11): 1238-1258. http://dx.doi.org/10.1108/EUM0000000006475

Dholakia U, 1997. An investigation of the relationship between perceived risk and product involvement. Adv Consum Res 24: 159-167.

Fandos C, Flavián C, 2006. Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product. Brit Food J 108 (8): 646-662. http://dx.doi.org/10.1108/00070700610682337

Fornell C, Larcker DF, 1981. Evaluating structural equations models with unobservable variables and measurement error. J Mark Res 18: 9-50. http://dx.doi.org/10.2307/3151312

García-Galán MM, Del Moral-Agúndez A, Galera-Casquet C, 2012. Assessing the introduction and development of a designation of origin from the firm's perspective: The case of the Ribera del Guadiana wine PDO. Span J Agric Res 10 (4): 890-900. http://dx.doi.org/10.5424/sjar/2012104-2873

García-Galán MM, Del Moral-Agúndez A, Galera-Casquet C, 2014. Valuation and importance of the extrinsic attributes of the product from the firms' perspective in a Spanish wine protected designation of origin. Span J Agric Res 12 (3): 568-579. http://dx.doi.org/10.5424/sjar/2014123-6036

Grewal D, 1995. Product quality expectations: towards an understanding of their antecedents and consequences. J Bus Psychol 9 (3): 225-240. http://dx.doi.org/10.1007/BF02230967

Grunert KG, 1997. What's in a steak? A cross cultural study on the quality perception of beef, Food Qual Prefer 8 (3): 157-174. http://dx.doi.org/10.1016/S0950-3293(96)00038-9

Grunert KG, 2005. Food quality and safety: consumer perception and demand, Eur Rev Agric Econ 32 (3): 369-391. http://dx.doi.org/10.1093/eurrag/jbi011

Grunert KG, Larsen H, Madsen TK, Baadsgaard A, 1996. Market orientation in food and agriculture. Kluwer, Boston. http://dx.doi.org/10.1007/978-1-4613-1301-4

Grunert KG, Bredahl L, Brunsø K, 2004. Consumer perceptions of meat quality and implications for product development in the meat sector –A Review. Meat Sci 66: 259-272. http://dx.doi.org/10.1016/S0309-1740(03)00130-X

Hair JFJr, Anderson RE, Tatham RL, Black WC, 1998. Multivariate data analysis. Prentice Hall, Englewood Cliffs, NJ, USA.

Howard, JA, 1989. Consumer behaviour in marketing strategy. Prentice Hall, NY.

Jacoby J, Kaplan LB, 1972. The components of perceived risk. In: Advances in Consumer Research; Venkatesan M. (ed). pp: 82-393. Association for Consum Res, Chicago.

Jöreskog KG, 1971. Statistical analysis of sets of congeneric tests. Psychometrika 36: 109-133. http://dx.doi.org/10.1007/BF02291393

Jöreskog KG, Sörbom D, 1993. LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software Int., Chicago (ILL), USA.

Loureiro ML, Umberger WJ, 2007. A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, country-of-origin labelling and traceability. Food Policy 32(4): 496-514. http://dx.doi.org/10.1016/j.foodpol.2006.11.006

Magistris T, Gracia A, Albisu LM, 2014. Wine consumers' preferences in Spain: an analysis using the best-worst scaling approach. Span J Agric Res 12 (3): 529-541. http://dx.doi.org/10.5424/sjar/2014123-4499

Mas FJ, 2007. Temas de investigación comercial, 4th rev. ed. Editorial Club Universitario, Alicante, Spain.

Menapace L, Colson G, Grebitus C, Facendola M, 2011. Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market. Eur Rev Agr Econ 38 (2): 193-212. http://dx.doi.org/10.1093/erae/jbq051

Morgan RM, Hunt SD, 1994. The commitment-trust theory of relationship marketing. J Mark 5: 20-38. http://dx.doi.org/10.2307/1252308

Rabadán R, Ato M, 2003. Técnicas cualitativas para investigación de mercados. Editorial Pirámide, Madrid.

Resano H, Sanjuán AI, Albisu, LM, 2007. Consumers' acceptability of cured ham in Spain and the influence of information. Food Qual Prefer 18: 1064-1076. http://dx.doi.org/10.1016/j.foodqual.2007.05.002

Ross I, 1975. Perceived risk and consumer behavior: a critical review. In: Advances in consumer research; Schlinger MJ (ed). pp: 1-19. Assoc Consum Res, Cincinnati.

Sans P, Sanjuán-López AI, 2015. Beef animal welfare, attitudes and willingness to pay: A regional comparison across the Pyrenees. Span J Agric Res 13(3): e0105

Sanzo MJ, Del Río AB, Iglesias V, Vázquez R, 2003a. Attitude and satisfaction in a traditional food product. Brit Food J 105(11): 771-790. http://dx.doi.org/10.1108/00070700310511807

Sanzo MJ, Santos M, Vázquez R, Álvarez L, 2003b. The effect of market orientation on buyer-seller relationship satisfaction. Indust Mark Manage 32(4): 327-345. http://dx.doi.org/10.1016/S0019-8501(01)00200-0

Siegrist M, Cvetkovitz G, 2000. Perception of hazards: the role of social trust and knowledge. Risk Analysis 20 (5): 713-719. http://dx.doi.org/10.1111/0272-4332.205064

Sjöberg L, 2000. Factors in risk perception. Risk Analysis 20 (1): 1-11. http://dx.doi.org/10.1111/0272-4332.00001

Steenkamp JB, 1990. Conceptual model of the quality perception process. J Bus Res 21 (4): 309-333. http://dx.doi.org/10.1016/0148-2963(90)90019-A

Steenkamp JB, Geyskens I, 2006. How country characteristics affect the perceived value of web sites. J Mark 70: 136-150. http://dx.doi.org/10.1509/jmkg.70.3.136

Steenkamp JB, Van Trijp HC, 1991. The Use of LISREL in validating marketing constructs. Int J Res Mark 8: 283-299. http://dx.doi.org/10.1016/0167-8116(91)90027-5

Steenkamp JB, Van Trijp HC, 1996. Quality guidance: A consumer-based approach to food quality improvement using partial least squares. Eur Rev of Agric Econ 23: 195-215. http://dx.doi.org/10.1093/erae/23.2.195

Stone R, Grönhaug K, 1993. Perceived risk: Further considerations for the marketing discipline. Eur J Mark 27 (3): 39-50. http://dx.doi.org/10.1108/03090569310026637

Van Den Heuvel T, van Trijp, HCM, van Woerkum C, Renes RJ, Gremmen B, 2007. Linking product offering to consumer needs; inclusion of credence attributes and the influences of products features. Food Qual Prefer 18 (2): 296-304. http://dx.doi.org/10.1016/j.foodqual.2006.02.001

Van Der Spiegel M, 2004. Measuring effectiveness of food quality management. Proefschrift Wageningen.

Verbeke W, Viaene J, 1999. Beliefs, attitude and behaviour towards fresh meat consumption in Belgium: empirical evidence from a consumer survey. Food Qual Prefer 10 (6): 437-445. http://dx.doi.org/10.1016/S0950-3293(99)00031-2

Yangui A, Costa-Font M, Gil JM, 2014. Revealing additional preference heterogeneity with an extended random parameter logit model: the case of extra virgin olive oil. Span J Agric Res 12 (3): 553-567. http://dx.doi.org/10.5424/sjar/2014123-5501

Yeung RMW, Morris J, 2006. An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach. Int J Consum Studies 30 (3): 294-305. http://dx.doi.org/10.1111/j.1470-6431.2006.00493.x

Zaichkowsky JL, 1985. Measuring the involvement construct. J Consum Res 12 (4): 341-352. http://dx.doi.org/10.1086/208520

Zeithaml VA, 1988. Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. J Mark 52: 2-22. http://dx.doi.org/10.2307/1251446

How to Cite
Fandos-HerreraC. (2016). Exploring the mediating role of trust in food products with Protected Designation of Origin. The case of ´Jamón de Teruel´. Spanish Journal of Agricultural Research, 14(1), e0102. https://doi.org/10.5424/sjar/2016141-7169
Agricultural economics