Urban consumer trust in safe vegetables in Vietnam: The role of brand trust and the impact of consumer worry about vegetable safety

Consumer trust in food safety based on system trust and brand trust has been studied thoroughly in developed countries, while such research is very few in developing nations. This study examines the role of system trust and brand trust in forming consumer trust in the safety of “safe vegetables”, which is the official term used by the Vietnamese government to indicate vegetables certified as safe, in Vietnam. Besides, the impact of consumer...