Influencing Factors of Agri-Food Customer Trust: A Bibliometric Analysis with Multi-Tools

This study employs bibliometric analysis to explore the issue of agri-food customer trust, highlighting its significance in food supply chains and identifying influencing factors. Agri-food customer trust is the assured expectation of brand reliability and intention, which is critical when consumers encounter risks. Based on the Web of Science database, 47 relevant articles published between 2010 and 2024 were collected and analysed using multiple tools, including CiteSpace, VOSviewer, and Tableau. The study addresses the following key questions: (1) What are the publication trends in agri-food customer trust research? (2) Which journals and publications contribute significantly? (3) Who are the leading contributors and countries? (4) Which institutions play a pivotal role? (5) What are the influencing factors of agri-food customer trust? The findings successfully answer the research questions and identify 9 influencing factors of agri-food customer trust. This study provides theoretical support for future research in this field and explores its practical implications for food safety and quality.