48708 20200221144310.0 doi 10.5424/sjar/2016141-7169 sideral 94628 ART-2016-94628 eng (orcid)0000-0002-2952-0750 Fandos-Herrera, C. Universidad de Zaragoza Exploring the mediating role of trust in food products with protected designation of origin. The case of “Jamón de Teruel” 2016 Access copy available to the general public Unrestricted The growing concern about quality in food products has substantially increased the competitiveness of agro-food products that possess quality-system certifications compared to non-certificated products. This research focused on understanding how consumer trust is greater when agro-food products have a Protected Designation of Origin (PDO). In particular, we analyze whether the influence of consumers’ perceived quality of a PDO product has a direct effect on their perceived risk or whether this relationship is mediated by consumer trust, which can help us advance in the study of consumer behavior within the agro-food marketing discipline. Our findings obtained through the comparison of two models, the proposal and another rival, suggest that the initially proposed model present a better fit and explains the relationships better than the rival model, which highlights the essential role of consumer trust in explaining consumers’ perceived risk and their subsequent purchasing behavior. Consequently, managers should pay special attention to consumer trust because trust is the key mediating aspect which allows the incorporation of characteristics highly valued by consumers in food products like origin, tradition and production methods to reduce perceived risk. info:eu-repo/grantAgreement/ES/INIA/PET2007-008-C11-11 info:eu-repo/semantics/openAccess by-nc http://creativecommons.org/licenses/by-nc/3.0/es/ 0.687 2016 AGRICULTURE, MULTIDISCIPLINARY 32 / 56 = 0.571 2016 Q3 T2 0.36 2016 Agronomy and Crop Science 2016 Q2 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 14, 1 (2016), e0102 [10 p] Span. j. agric. res. Spanish Journal of Agricultural Research 1695-971X 264013 http://zaguan.unizar.es/record/48708/files/texto_completo.pdf Versión publicada 115387 http://zaguan.unizar.es/record/48708/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:48708 articulos driver 2020-02-21-13:36:31 ARTICLE