Unpacking trust in gene editing: the role of food system actors in shaping consumer perceptions

Abstract

New food technologies, like gene editing, rely on and pose challenges to consumer trust. Despite growing calls to better understand trust in gene‑edited foods (GEFs), there has been insufficient research on how trust in food system actors is formed. This study addresses this gap by examining different types of trust in trust formation toward actors involved in gene‑editing technologies (GETs) and the socio-cultural conditions that shape these perceptions. This research utilizes insights from nine focus groups with consumers and uses the theory of social trust as a framework. The findings indicate that consumers rely on specific “trust heuristics” to form trust judgments, and the visibility of food system actors is important for building trust. Further, consumers make simultaneous trust judgments, considering organizational representatives, institutional actors, and the entire food chain. We provide recommendations to inform policy, improve business practices, and build consumer trust.