Abstract

This paper explores the theme of trust ambivalence and evaluates its impact on consumption behaviour of food products. In the first instance, the potential coexistence of trust and distrust feelings toward a company is examined. Then, the possible extension of trust ambivalence from the producer to its products is measured. Finally, based on the literature showing a relation between ambivalence and behavioural congruence, the hypothesis on the relation between trust ambivalence toward a product and consumption stability over time is tested. Data (N = 92) have been collected using Priester e Petty (1966)'s questionnaire on ambivalence. Structural Equation Modeling (LISREL) showed that trust ambivalence toward a company is significantly associated with product ambivalence and with consumption stability.