Trust as a Determinant of Consumer Behaviour in Food Safety Crises

Based on an enhancement of Ajzen's Theory of Planned Behaviour, this article investigates German consumers' trust in different sources of information. Moreover, it discusses the settings and the extent to which consumers' trust influences consumers' behaviour both in the case of a standard purchasing situation and in the environment of a hypothetical food safety incidence such as bird flu . Results indicate that both the consumers' attitude and their trust in suppliers of information is a crucial factor determining their behaviour under uncertainty.