The Impact of Trust on Chinese Consumers’ Acceptance of Meat Substitutes: The Mediating Role of Perceived Benefits and Perceived Risks, and the Moderating Role of Consumer Knowledge

In recent years, meat substitutes have become a prominent global topic in academic research. As one of the world's most populous countries, China may increasingly consider meat substitutes as a new dietary option to meet the growing consumer demand. The potential acceptance of meat substitutes by consumers is a critical foundation for the industry's development, as it directly influences it's success. Moreover, consumer trust in meat substitutes plays a pivotal role in shaping this potential acceptance. Consequently, this study aims to analyze the impact of consumer trust on potential acceptance. Additionally, it incorporates the mediating roles of perceived benefits and perceived risks, as well as the moderating effect of consumer knowledge. A questionnaire survey was administered to 2647 Chinese consumers and a moderated dual-mediation model, based on the Bootstrap method, was employed to investigate the effects of consumer trust on the potential acceptance of meat substitutes. The study subsequently validated the mediating roles of perceived benefits and perceived risks, along with the moderating role of consumer knowledge. The findings indicate that consumer trust positively influences the potential acceptance of meat substitutes. Furthermore, consumer trust enhances perceived benefits while simultaneously reducing perceived risks. It affects consumer acceptance both directly and indirectly, through the mediating variables of perceived benefits and perceived risks. Consumer knowledge moderates the relationships between consumer trust, perceived benefits, and perceived risks, but does not significantly moderate the relationship between consumer trust and consumer acceptance.