A new study proves that improved transparency increases consumer trust in food. The Center for Food Integrity’s (CFI) latest research, A Clear View of Transparency and How it Builds Consumer Trust, provides proof that transparency builds trust and identifies the most effective practices for building consumer trust.
An online survey of 2,000 people explored which attributes are most important to consumers when it comes to trust-building transparency – policies, practices, performance or verification.
“The survey shows an organization’s practices are most important in five of the six topic areas,” said Arnot. “Consumers want to know more about what you are actually doing in these important areas. They also want the ability to engage by asking questions through the company website and they expect straight answers in a timely fashion.”