A Modeling for Enhancing Consumer Trust in Organic Food through Authentic Content in Social Networks

Purpose: This research aims to identify factors that improve consumers' trust in organic food in social networks by providing authentic content, prioritizing these factors, and presenting a model for them. Methodology: In the phases of this research, first, the research literature in this field was examined. Then, with the theoretical saturation approach and through interviews with primary samples of the target audience and organic food consumers, a questionnaire was designed to measure the impact of 20 factors on consumer trust. Four hundred twenty-five organic food consumers confirmed this questionnaire and its factors Findings: The results led to the discovery of 20 effective factors, which were categorized and modeled with the help of exploratory factor analysis in 4 categories of hidden variables with the names of emphasis on standards, description of product validity, credible recommenders, and valid supply. In the final step, with the help of a random forest algorithm in the artificial neural network, 20 identified factors were prioritized. Originality/value: For the first time, this study seeks to increase consumers' trust in organic food in social networks by improving the presentation of appropriate advertising content in messages. So far, no research has been done in this field, specifically in improving consumption and, as a result, the sale and acquisition of the organic food market.