Supermarkets and agro-industrial foods: The strategic remanufacturing of consumer trust

Richards, Carol, Lawrence, Geoffrey and Burch, David (2011) Supermarkets and agro-industrial foods: The strategic remanufacturing of consumer trust. Food, Culture & Society, 14 1: 29-47. doi:10.2752/175174411X12810842291146

Author Richards, Carol
Lawrence, Geoffrey
Burch, David
Title Supermarkets and agro-industrial foods: The strategic remanufacturing of consumer trust
Journal name Food, Culture & Society   Check publisher's open access policy
ISSN 1751-7443
Publication date 2011-03-01
Sub-type Article (original research)
DOI 10.2752/175174411X12810842291146
Volume 14
Issue 1
Start page 29
End page 47
Total pages 19
Place of publication Oxford, U.K.
Publisher Berg Publishers
Collection year 2012
Language eng
Abstract There is increasing evidence of a weakened platform of consumer trust in mass produced food products. The resistance shown by consumers to the agro-industrial paradigm is evident in an emergent phase of reflexive consumerism, public reactions to an overly-concentrated retail sector and the rise of alternative food networks such as farmers' markets and organic box schemes. Supermarkets are responding strategically by aiming to manufacture new trust relations with consumers. This paper identifies three key strategies of trust manufacturing: (i) reputational enhancement though the institution of “behind the scenes,” business-to-business private standards; (ii) direct quality claims via private standard certification badges on food products; and (iii) discursive claimsmaking through symbolic representations of “authenticity” and “tradition.” Drawing upon the food governance literature and a “visual sociology” of supermarkets and supermarket produce, we highlight how trust is both commoditized and increasingly embedded into the marketing of mass-produced foods.
Keyword Trust
Private regulation
Food governance
Alternative food networks
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
School of Social Science Publications
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 10 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 12 times in Scopus Article | Citations
Google Scholar Search Google Scholar
Created: Sun, 26 Jun 2011, 16:46:06 EST by Debbie Lim on behalf of School of Social Science