Consequences of Consumer’s Confusion, Examining the Role of Moderating Trust (Case Study: Food Brands)

The purpose of this study was to investigate the effect of trust on the behaviors caused by consumers’ confusion about food brands in Mashhad welfare stores. This study in terms of goal is an applied and in terms of nature is a descriptive-survey research. Statistical population for this study were customers of the Refah chain stores in Mashhad city, and simple random sampling was used. Based on the number of 5-10 items (5), 150 questionnaire were collected successfully. The experts were asked to validate the validity. To confirm the reliability, the Cronbach's alpha was used, which was estimated to be 0.92. For statistical analysis of the data, Structural Equations Modeling and PLS3 software was used. The results indicate that the impact of consumers’ confusion on the need for price stability, need to brands, the need for information, the need for simplicity shopping, the need for quality certification and the call for government regulations. Also, the role of trust moderator has been confirmed by the relationship between consumers’ confusion and non-purchase behavior, the need for price stability, the need for quality certification and the call for government regulation. There was no significant difference in confusion about non-shopping behaviors. Trust on the relationship between confusion on the need for brand, the need for information and the need for simplicity in purchasing did not have a significant effect.