KOREASCHOLAR

The objective of this study is to examine the effect of food scandals on trust towards the corporate brand and purchase intention in Japan. Drawing on Mayer, Davis and Schoorman’s Model of Organizational Trust (1995) this study explores the effects of perceived trustworthiness, trust, and perceived risk on a consumer’s intention to purchase. In Japan, consumers were outraged when some top hotels and department stores were found to have mislabeled foods, selling cheaper alternatives instead of the expensive foods offered on the menu and using expired products (Grace, 2007; Japan Today, 2013; Kageyama, 2007; Onishi, 2007; Spitzer, 2013). The various food scandals have led to product shunning, fear, distrust and suspicion among consumers (Garretson & Burton, 2000; Niewczas, 2014; Smith & Riethmuller, 1999; Yeung & Morris, 2001). Thus this research was conducted to identify the influence of food scandals involving well-established Japanese supermarkets on consumer trust and risk perception. The influence of culture in shaping purchase intention was also explored. Trust itself is a concept that is elusive with myriad definitions ranging from Luhmann’s (1979) sociological theory of trust that looks as trust being a function of high perceived risk and experience to Deutsch (1973) who defines it as the willingness to be dependent on others in the belief that the other party will not disappoint intentionally. Luhmann (1979) argues that in order for trust to be apparent there has to be high-perceived risk. Various studies have also focused on trust being operational when there is risk‐taking behavior (Anderson & Narus, 1990; Canning & Hammer‐Llyod, 2007; Doney & Canon, 1997; Morgan & Hunt, 1994). In the food sector, as consumers lose control over knowing about the food we eat due to the increasing complexity of the food system trust becomes an essential component. Consumers have to trust food producers ranging from farmers to food companies as well as the public authorities to ensure food safety, quality and adequate supply. Consumers display different and inconsistent reactions regarding food safety that affects the perception of quality and their willingness‐to‐pay (Berg, 2004; Brewer & Rojas, 2008).

• Caroline S.L. Tan(University of Tsukuba, Japan)