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A b s t r a c t Through experimentation, we establish a causal relationship between structural assurance and both vendor trustworthiness (knowledge-based trust) and technology trustworthiness (institution-based trust). We expand the definitions of structural assurance and institution-based trust to include the element of security measures employed by the marketplace technology. Situational normality demonstrates a causal relationship with technology trustworthiness, and with vendor trustworthiness, the latter only when the covariates of familiarity with the Internet and a person's initial trust are controlled.

Purpose -The purpose of this study is to determine whether reported nutritional knowledge and the acceptance of benefit claims for a fresh produce item is related to changes in preference in order to provide food marketers insight and guidance into giving consumers more information to change beliefs and preferences, using health-benefit claims to position their brands as offering ingredients, e.g. Lycopene which may prevent serious illnesses such as heart disease and cancer. Design/methodology/approach -The sample was drawn from an internet panel maintained by Markettools, Inc, a respected market research company in the USA. A total of 594 respondents were surveyed. Besides demographic questions, respondents were asked about their knowledge of nine nutrients. Basic nutrient knowledge was estimated through a one-sample t-test tested against a value of two on a 1-4 scale. Respondents evaluated eight benefit statements regarding the health benefits of mushrooms. After reading each statement, respondents indicated their likelihood of purchasing fresh mushrooms and were asked about the believability, favorability, and uniqueness of each statement. Findings -The results indicate that health-related food benefit claims are better accepted by female respondents who claim to be nutritionally knowledgeable and who are older. Three hypotheses related to nutritional knowledge and beliefs showed that knowledge and beliefs have an effect but the effect varied by nutrient and nutrient cluster. In particular, knowledge of esoteric nutrients such as Pantothenic Acid was associated with acceptance of health-related claims. Practical implications -Food marketers are spending millions of dollars/pounds/euros on informing people of the nutrient content and health benefits of their foods. However, this money can be better spent if one first understands the existing levels of nutritional knowledge and the specific nutrients that motivate change in preference or buying intention. Originality/value -This paper builds on the existing body of knowledge using additional statistical techniques to cluster nutrients and to provide a demonstration on a fresh produce food group not currently investigated in the literature. It suggests that food marketers need to gather more information on their consumers to target their health and nutrition message to the proper (more receptive) audience.

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