Brand Building, Consumer Trust and Risk Perception in the International Commercialization of Ackee (Blighia sapida)
DOI:
https://doi.org/10.70577/asce.v5i1.687Keywords:
Marketing; Consumer Behavior; Food Safety; International Trade; Traditional Foods.Abstract
The international commercialization of traditional foods associated with historical food safety concerns presents particular challenges for brand building and consumer trust development. In this context, ackee (Blighia sapida), a fruit originally from West Africa but strongly associated with Jamaican gastronomy, represents a relevant case for examining the interaction between risk perception, food regulation, and marketing strategies.
The objective of this study was to analyze how brand-building strategies, trust management, and food safety communication influence the perception of risk surrounding the international commercialization of ackee. The research was conducted through a qualitative documentary review of scientific literature and regulatory reports published between 2020 and 2025. Relevant studies related to agri-food marketing, consumer behavior, and food safety were identified through academic databases.
The analysis identified four strategic dimensions influencing market acceptance: informational transparency, regulatory compliance and food safety certification, territorial storytelling, and the segmentation of specialized markets. Findings indicate that consumer trust acts as a mediating factor between perceived risk and purchase intention. In addition, science-based communication and institutional legitimacy contribute to reducing uncertainty associated with the product.
The study concludes that the international commercial valorization of ackee depends on the coherent integration of verifiable food safety standards, territorial identity, and marketing strategies oriented toward the construction of consumer trust.
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