Miao Mai

Consumer Trust in Aquatic Product Supply Chains: A Multi-path Model of Traceability, Live Streaming, and Community Engagement

Miao Mai, Yajing Chen & Ming-Chia Chen · South Asian Journal of Social Studies and Economics · 2026

Consumer trust in food safety has become a critical concern worldwide, particularly in aquatic product supply chains where information asymmetry and fraud risks are pronounced. Drawing on signalling theory and trust theory, this study develops and empirically tests a multi-path m...