Along with the economic and technological development in Indonesia, one of the innovations is in the field of social media commerce and it has managed to attract the attention of Indonesian consumers. Different from other social media, TikTok offers a new feature, namely TikTok Live, participants can use this social media for their entertainment as well as a buying and selling platform. At the same time, live streaming also faces several factors where consumers are not yet sure about buying it. However, the marketing strategy has recently become a hot topic of discussion. Therefore, this empirical research aimed to investigate why Indonesian consumers buy on live streaming using perceived trust as a mediating variable, such as trust in the products and trust in the sellers. The factors used to analyse the influence on consumers\' purchase intention include utilitarian value, hedonic value and social value. This study collected data in a questionnaire created in Google Forms and performed data analysis using SPSS 26 and SPSS Amos software, using structural equation models to analyse validation and theoretical hypotheses. The results of this analysis are expected to provide knowledge to social commerce providers, especially in the area of live streaming. This study shows that perceived values such as utilitarian, hedonic and social values have a significant positive impact on purchase intention. Utilitarian value and social value both have a significant and positive influence on both consumer trust in the products and consumer trust in the platform, but not on hedonic value, where hedonic value only has a significant positive influence on trust in the platform, but an insignificant effect on trust in the product. Even though hedonic value has no influence on the product, sellers still need to provide a more pleasant atmosphere to attract the attention of users or consumers. And for further research, this study hopes to uncover additional elements that influence consumer behaviour on the TikTok live streaming platform.

The main objective of this study was to investigate how food fraud is perceived among consumers in Serbia and Montenegro. A total of 1264 consumers from the two countries participated in an online survey during the second half of 2022, using Google forms®. In the Serbian population, older or highly educated respondents are aware of different types of fraudulent activities such as substitution, mislabeling, concealment, and counterfeiting. Dilution is mostly recognized by women, the younger population, and students. Consumers believe that trust is the most important factor when purchasing food. The highest level of agreement regarding food fraud is that such activities may pose serious health risks to consumers, and that food inspection services are the most responsible actors in the food chain continuum. When it comes to purchasing food, open green markets are most trustworthy, followed by hypermarkets. Concerning the types of food, fish is most susceptible to fraud, followed by olive oil. This study builds upon existing knowledge of food consumers about food fraud in Europe.

Despite an unprecedented shift in favor of sustainable consumer purchase patterns globally, the overall adoption of refurbished products is still scarce. Earlier empirical investigations have tested aspects affecting consumer purchase intentions concerning remanufactured products, yet they largely ignored risks hindering consumers from opting for them. In order to fill the given theoretical gap, the study tests both inhibiting and igniting factors affecting consumer\'s remanufacturing products purchase behavior through the use of Stimulus Organism Response (SOR) theory. SOR assists in better understanding consumers\' digital purchase behavior toward remanufactured products. Moreover, the study extends the knowledge by examining the impact of Perceived Environmental Benefits, Seller\'s Reputation, Price Sensitivity, and Social Influence on Consumer\'s Purchase behavior for remanufactured products. It also investigates the mediating role of the Perceived Risk of Remanufactured Products, followed by the moderating role of Consumers Trust. A useable sample data of 361 was collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicated the inverse relationship between increased price sensitivity and purchase behavior concerning remanufactured products, and all other stated variables reflected a significant association with consumer purchase behavior. Likewise, both mediating and moderating roles were found to be significant. Along with theoretical contributions, the study contains numerous practical directions for policymakers, industry stakeholders, and researchers to increase consumers\' purchase behavior toward remanufactured products.

The range of gluten-free food products available to consumers is steadily expanding. In recent years, recalls of food products have highlighted the importance of accurate labeling of food products for the presence of wheat, other gluten-containing cereals, or gluten itself as refined ingredient. The purpose of this study was to gain more insights into recent food recalls related to undeclared gluten/wheat contamination and consumer experiences with these recalls. Recalls of products triggered by gluten contamination are relatively scarce and are not often triggered by a consumer complaint. The impact of these recalls on consumer trust was evaluated through an online survey that was distributed among supporters of Celiac Canada (CCA) and covered (i) strategies to adhere to a gluten-free diet, (ii) experiences with gluten-free recalls and their impact on consumer trust, and (iii) demographic information. Consumer concern regarding gluten-free product recalls is significant, but the concern regarding recalls is not heightened after experiencing a recall. Companies pursuing transparency in the process, identification of the source of contamination, and mitigation strategies going forward are likely to retain consumer trust in their product and brand. Based on the survey results, further efforts focusing on consumer education regarding interpreting nutrient labels, identifying sources of information on product recalls, and understanding procedures to follow upon suspected gluten contamination of a gluten-free product are recommended.

In this paper, we use the method of principal-form analysis, based on 836 consumer survey data obtained from mobile Internet, and analyze the trust of current residents\' tea consumption behavior on information content, presentation form, subject and other elements of information tools and their influence on the pollution-free certified products with the help of descriptive statistical analysis, KMO test and common factor extraction method. It was found that, firstly, the higher the trust of tea consumers in information content, the higher the additional willingness to pay; secondly, the form trust also significantly affects tea consumers\' willingness to pay for pollution-free certified tea, and the specific cognitive information presentation form can effectively enhance tea consumers\' willingness to pay; thirdly, there are significant differences in the trust of subjects, and enhancing the trust of industrial subjects helps to improve the pollution-free certified industrial The effect of trust of external subjects is not significant; fourth, the higher the tea consumers\' care about the attributes of experienced products, the higher the degree of knowledge about the three products and one standard, and the higher the consumers\' education, the higher they are willing to pay higher prices for traceable tea.

Food Industries, at this moment, are moving towards a new phase, and this phase will be governed by consumers and not by the industry leaders. The report shows that claims on sustainability, health, wellness, and transparency would govern the future trends in the food industry. Currently, there are several cases of misleading and false claims which hamper consumer trust. So, to uphold consumer trust, authentication of claims through transparency in the food supply chain is required, and blockchain technology can bring transparency at relatively low transaction costs. Once in a blockchain network, data is very difficult to manipulate, with no single point of authority to mess and collapse the system. Though we see mostly the financial systems using blockchain\'s decentralized functionality, there is a growing trend of innovative applications being built in the supply chain area for contracts and operations. With effort in the right direction and over time, blockchain will recast how operations and processes are done across the industry, including public sectors. The paper reviews the opportunity for the blockchain in enabling food industries for future-readiness, empowering the consumers in verifying the product claims and thus prevent themselves from food fraud. In doing so, the paper considers the future trends in the food industry, identifies current food fraud cases, and outlines the various applications in the agri-food chain and challenges associated with it.
UNASSIGNED:

With the blooming of the socio-economy in China, urban water consumption continues rising, and the promotion of water-saving appliances has become one of the priorities of water saving efforts. Based on the perceived risk theory, this research constructs a moderated mediation model to explore the mechanisms that explain and affect consumers\' willingness to purchase water-saving appliances. The study finds that consumers\' perceived risk of buying water-saving appliances is mainly functional, economic, and psychological risks. Perceived risk will reduce consumers\' quality trust and green trust in water-saving appliances, and indirectly influences consumers\' willingness to buy through quality and green trust. In addition, we find that consumer knowledge of water-saving appliances can weaken the negative impact of perceived risk on quality trust and green trust and the indirect inhibitory effect on purchase intentions. In final, we provide policy recommendations to guide consumers to purchase water-saving appliances and promote the popularization of water-saving appliances.

Following the outbreak of COVID-19, farmer-assisted live streaming has become a hot topic in China. In this manuscript, we explore the ways in which broadcaster and platform characteristics jointly influence consumers\' purchase intention. To examine our hypotheses, we distributed questionnaires to 261 Chinese consumers who viewed farmer-assisted live streaming. Correlational analyses, regression analyses, and confirmatory factor analyses were conducted to examine our hypotheses. The results show that broadcasters\' expertise is positively related to consumer trust and that platform reputation moderates this relationship. In addition, consumer trust mediates the positive relationship between broadcasters\' expertise and consumer purchase intention. Furthermore, the theoretical and practical implications of these findings are discussed.

Opaque value chains as well as environmental, ethical and health issues and food scandals are decreasing consumer trust in conventional agriculture and the dominant food system. As a result, critical consumers are increasingly turning to community-supported agriculture (CSA) to reconnect with producers and food. CSA is often perceived as a more sustainable, localized mode of food production, providing transparent production or social interaction between consumers and producers. This enables consumers to observe where their food is coming from, which means CSA is considered suitable for building trust in food (production). However, it remains unclear how exactly members\' trust in \'their\' farmers is built. To determine the factors that predict members\' trust in CSA and its farmers, and the importance of these factors when compared to each other, we conducted a quantitative study among CSA members in Germany and applied a multiple regression model (n = 790). The analysis revealed that trust in CSA and its farmers is influenced by \"reputation\", \"supply of information\", \"direct social interaction\" and the \"duration of CSA membership\". Other factors such as the \"certification status of the CSA farm\" and \"attitudes toward organic certification\" did not significantly predict trust. We conclude that producers\' willingness to be transparent already signals trustworthiness to CSA members and is more important to members than formal signals. Other actors within the food system could learn from CSA principles and foster a transition toward a more regionalized value-based food system to help restore agriculture\'s integrity.
UNASSIGNED: The online version contains supplementary material available at 10.1007/s10460-022-10386-3.

The rise of digital platforms intensifies the price competition among agents. Agents often use low price strategies to attract consumers. However, the low-price strategy is often filled with false information and consumers perceive the non-truthfulness of the price information. Then, consumers\' trust in agents gradually decreases, which inhibits the growth of online shopping. Blockchain is seen as a solution to the trust crisis between agents and consumers. Our research is based on two competing agents selling the same type of goods on the same platform. We discuss agents\' blockchain technology application strategies in three scenarios, which are defined by whether agents choose to apply blockchain technology to improve consumer trust. The results show that the application of blockchain technology is beneficial to agents only when consumer trust is low. Furthermore, the YN strategy is regarded as a possible equilibrium strategy, which depends on the blockchain application cost and consumer trust. Some extended cases are discussed for post-blockchain consumer welfare, cost-sharing contracts, dishonesty penalties, and variable blockchain costs, and the results show that the analysis in this manuscript is robust. Our findings have important practical significance for promoting the application of blockchain technology and alleviating the problem of price information asymmetry in platform shopping.