Could trust narrow the intention‐behavior gap in eco‐friendly food consumption? Evidence from China

There exists a potential gap between individual intention to purchase eco‐products and their actual purchase behaviors, which contributes to low eco‐friendly consumption. The study investigates the intention‐behavior gap in eco‐friendly food consumption, and how consumer trust affects the gap. We focus on consumer trust in eco‐friendly food regulator, manufacturer, certifier, and farmer. Evidence from Chinese consumers reveals that individuals with low trust in the certifier have high intention to purchase green food but fail to make actual purchases. Trust in the manufacturer is positively associated with actual purchases of organic food regardless of intention. We also find that trust exerts the greater impact in bridging the intention‐behavior gap among female, younger, more educated, and more environmentally conscious consumers. Our findings highlight the importance of consumer trust in the certifier and manufacturer. Implications for promoting eco‐friendly food consumption are discussed.