A cognitive process model of how consumers verify lamb and mutton label information and build confidence in it

Despite growing interest in food labelling and consumer trust, limited research has examined the cognitive processes through which consumers develop confidence in the trustworthiness of label information. To address this gap, this study focuses on consumers' confidence as a judgment outcome arising from their interpretation of label information. Specifically, the study evaluates and quantifies the relationships between lamb and mutton consumers’ label-reading frequency, verification of label information, objective knowledge of production processes and of Karoo Lamb, and confidence in the trustworthiness of label or packaging information using structural equation modelling (SEM). Data were collected through an online survey of 355 South African consumers who had purchased lamb or mutton products. SEM was conducted on the subset of respondents who reported reading product labels (n = 331). The results show that label reading strongly influences respondents' verification of label information and their confidence in it. They prioritise production and origin details over freshness and price when cross-checking information. Consumers with high confidence in label information rely most on production-process claims, followed by origin and freshness claims. Objective free-range knowledge serves as a cognitive structure, or mental framework, that shapes both verification and confidence. However, knowledge of other production-related claims, including hormone-free, antibiotic-free, and Karoo lamb, does not have the same effect. The findings also indicate a reciprocal relationship between information verification and confidence. Although respondents demonstrated knowledge of production processes, confidence in production and origin claims remained relatively low. The study enhances understanding of how consumers assess the credibility of claims about production processes and geographic origin on lamb and mutton labels. It also offers practical insights for stakeholders in the South African lamb and mutton industry, aiming to boost consumer confidence, uphold ethical standards, and educate consumers. Additionally, the findings may provide valuable guidance for other emerging markets seeking to strengthen food labelling systems and increase transparency in consumer information.