Adherence

Consumer confidence in food safety, healthfulness, sustainability, and authenticity is primarily determined by beliefs about the openness, competence, and care of food chain actors (manufacturers, farmers, retailers, authorities), with openness being the strongest predictor of confidence.

For food producers and policymakers, building consumer confidence requires prioritizing transparency (openness) and demonstrating competence. Since consumers cannot verify health or sustainability claims themselves, they rely on trust in the actors. Therefore, clear, honest communication and proven capability are more critical than the claims themselves.