Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust and evidence from a 5-country study in Europe

•Conceptual model for consumer trust in food system validated in 5 countries.•Consumer trust is largely determined by beliefs on trustworthiness of actors.•Consumer trust beliefs predict confidence in food and technology integrity.•Trust beliefs of openness in food chain actors are most strongly related to consumer confidence.•Trust beliefs of manufacturer openness is strongest indicator of consumer confidence. In order to measure consumer trust in food chain actors and its impact on consumer confidence in food and the technology with which it has been produced, a model was developed relating social trust, beliefs in trustworthiness, overall trust in food chain actors, and confidence in both the supply of food products and food technologies. Data were collected via an online survey in five European countries. Analysis provided support for the model and showed that consumer confidence is largely determined by consumer beliefs about the trustworthiness of food chain actors. In particular the beliefs about openness, and especially about the openness of food manufacturers, are strongly related to consumer confidence. Some national differences in trust and confidence exist. This instrument is shown to be suitable for monitoring the development of, and changes in, trust across countries over time.