“…The confidence-related motivations address drivers related to the strengthening of stakeholders' trust. They relate to food safety risk management (Spadoni et al, 2014;Chira, Chira, and Delian, 2012), food quality differentiation (Elham and Nabsiah, 2011), and the fostering of a positive corporate image (Jin and Zhou, 2011;Johnson, and Bruwer, 2007). Specifically, effective food safety management allows firms to improve their reputation towards suppliers and retailers (Pouliot and Sumner, 2013) and achieve higher consumer confidence due to the minimization of perceived risks (Frewer, de Jonge, and van Kleef, 2009).…”