From pest to plate: The role of social responsibility visibility on consumer trust and purchase intentions

The purpose of this study was to investigate the relationship between social responsibility visibility and trust in a new seafood product while evaluating the influence of consumer attitudes on purchase intentions. To test the effects of visibility on trust and subsequent purchase intentions, an experimental procedure was implemented on a consumer panel of 706 participants. A structural equation model was used to analyze the proposed relationships. Results showed that trust fully mediated the relationship between visibility and purchase intention for the group with the ‘High Visibility’ socially responsible material. In addition, concern for the environment and age were significant predictors of purchase intentions. This study was the first to empirically assess the direct and indirect impact of social responsibility visibility initiatives on purchase intentions toward a new seafood product. Findings from this study help marketers frame social responsibility messaging to highlight and promote the purchase and consumption of sustainable fish.