Attitude as a Predictor of Trust in Food Safety: A Study of Malaysian Chinese College Students

Chang, Shujen L.; Wong, Cze Chiun

doi:10.13189/ujp.2015.030602

ujp

2015

DOI: 10.13189/ujp.2015.030602

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Attitude as a Predictor of Trust in Food Safety: A Study of Malaysian Chinese College Students

Shujen L. Chang¹,

Cze Chiun Wong²

Abstract: Objective: This study explored the relationship between consumers' trust in and attitude towards food safety and, then, examined the prediction of trust in food safety by the attitude towards food safety. Method: One hundred and eight Malaysian Chinese college students (42 men, 66 women) completed online survey. Trust in food safety included dimensions of ways of shopping, food quality, cooking methods, consumption situation, and purchasing motives. Attitude towards food safety consisted of positive and negati… Show more

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“…On the other hand, the findings of relatively recent studies also suggest that NPOs should have at least an adequate level of public trust in order to be supported by the individuals (Hager veHedberg, 2016;Alhidari et al, 2018). Briefly, without trust, it is hard for charities to build successful relationships with donors (Bryce, 2007) and convince them to donate time or money to COs. Therefore, we hypothesize the following hypotheses:…”

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Social Marketing in Charitable Giving Intentions: A Serial Mediation Model

Goktas¹

2019

MMI

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Charitable organizations play a significant role in today's society that cannot be achieved by governments or businesses. They have missions ranging from providing hot soup to victims after an earthquake to providing shelters to refugees running away from the war. However, in order to achieve these missions, they need the support of individuals in terms of monetary and time donations (voluntary work). Charitable organizations act as intermediaries and they transmit the sources from the wealthy people who want to help the needy. The importance of individual giving for charitable organizations attracted the research in the marketing field and authors examined the role of attitudes and perceptions. A range of attitudinal and perceptual factors can influence individuals' charitable giving intention including attitudes toward charitable organizations, attitudes toward helping others, and trust in the third sector. The prior studies have demonstrated that these variables were interrelated. However, they examined the relationship between these variables and charitable giving intention independently and it is still unclear how these perceptual and attitudinal variables are associated with each other and charitable giving intention. To fill this research gap, the purpose of this study is to test the serial mediating role of attitudes toward charitable organizations and trust in the third sector in the relationship between attitudes toward helping others and charitable giving intention. We, therefore, built a serial mediation model showing the relationship between the variables and tested it with the data obtained from a convenience sample of 417 respondents who live in the Eastern Marmara Region, Turkey. Our findings show that attitudes toward helping others have a positive indirect effect on both intended to give time and intention to give money through attitudes toward charitable organizations and trust in the third sector in sequence. Additionally, attitudes toward charitable organizations have a positive specific indirect effect on the intention to give time and intention to give money in sequence through trust in the third sector. Also, trust in the third sector has a positive direct effect on the intention to give time and intention to give money. These findings indicate that attitudes toward charitable organizations and trust in the third sector sequentially mediate the relationship between intention to give time and intention to give money. The results also suggest that the proposed model explains almost 35% of the variance in intention to give money and 11% of the variance in intention to time.

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confidence: 99%

Social Marketing in Charitable Giving Intentions: A Serial Mediation Model

Goktas¹

2019

MMI

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Attitude as a Predictor of Trust in Food Safety: A Study of Malaysian Chinese College Students

Cited by 1 publication

References 9 publications

Social Marketing in Charitable Giving Intentions: A Serial Mediation Model

Social Marketing in Charitable Giving Intentions: A Serial Mediation Model

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