The Mechanism of Trust Construction on Safe Food: A case study of the "food group" in city H

本文用案例经验呈现个体消费者如何通过结成团体建构安全食品的信任机制,并试图用经验与相关的信任演化理论对话。菜团建立了一套个体消费者、菜团、生产者、农夫市集四者环环相扣、由关系到网络结构而形成的独特信任体系,从而消费到值得信赖的产品。菜团的信任演化经验显示了转型时期国人信任建构的丰富性和复杂性,既有传统的人际信任发展的某些普遍特征,也有与西方学者总结的信任演化模式极为不同的某些特质。

Using a case of "food group" in city H, this paper illustrates how individual consumers form groups to construct trust on safe food, and tries to dialogue with related trust evolution theories. The "food group" establishes a set of trust system including individual consumers, the "food group", food producers and the "farmers mart", which develops from individual relationships to a.network structure and constructs a safe food trust mechanism, allowing consumers to consume safe food in the context of food safety crisis in China. The trust evolution experience of "food group" shows the richness and complexity of trust construction during China's transition period; on the one hand, there are some general characteristics of traditional interpersonal trust development, on the other hand, there are also some features that are very different from the Western trust evolution models.

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