Supermarkets and agro-industrial foods : the strategic manufacturing of consumer trust
Richards, Carol, Lawrence, Geoffrey, & Burch, David (2011) Supermarkets and agro-industrial foods : the strategic manufacturing of consumer trust. Food, Culture & Society, 14(1), pp. 29-47.
There is increasing evidence of a weakened platform of consumer trust in mass produced food products. The resistance shown by consumers to the agro-industrial paradigm is evident in an emergent phase of reflexive consumerism, public reactions to an overly-concentrated retail sector and the rise of alternative food networks such as farmers' markets and organic box schemes. Supermarkets are responding strategically by aiming to manufacture new trust relations with consumers. This paper identifies three key strategies of trust manufacturing:
(i) reputational enhancement though the institution of “behind the scenes,” business-to-business private standards; (ii) direct quality claims via private standard certification badges on food products, and ; (iii) discursive claimsmaking through symbolic representations of “authenticity” and “tradition.”
Drawing upon the food governance literature and a “visual sociology” of supermarkets and supermarket produce, we highlight how trust is both commoditized and increasingly embedded into the marketing of mass-produced foods.
Impact and interest:
Citation counts are sourced monthly from and citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
|Item Type:||Journal Article|
|Keywords:||Trust, Food, Private regulation, Food governance, Supermarkets, Alternative food networks|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Deposited On:||12 Mar 2014 04:18|
|Last Modified:||28 Mar 2014 00:11|
Repository Staff Only: item control page