This research aims to determine the effect of consumer confusion on increasing the resulting effect, namely: non-purchasing behavior, need for price stablility, need for brands, need for information, need for quality certification, need for simplicity in shopping, call for government regulation. In addition, there are factors that affect the level of consumer confusion that is age and gender. Furthermore, broader-scope trusts or a deeper level of trust related to retail food industry can reduce the negative impact of consumer confusion. Data collection in this research was done by using questionnaire. The questionnaires were directly distributed to 200 respondents in Jakarta. The data were analyzed by using correlation and multiple regression analysis. This study applies SPSS version 16.0. The research conducted in Jakarta shows that consumer confusion positively influences some effects as follows: non-purchasing behavior, need for price stablility, need for brands, need for information, need for quality certification, need for simplicity in shopping dan call for governmental regulation. Moreover, broader-scope trust can decrease negative effects such as: non-purchasing behavior, need for price stablility, need for brands, need for information, need for quality certification, need for simplicity in shopping and call for government regulation. Further, gender and age differentiation may influence both consumer confusion and broader-scope trust. / Penelitian ini bertujuan untuk mengetahui pengaruh consumer confusion pada peningkatan efek yang dihasilkannya, yaitu : non-purchasing behavior, need for price stablility, need for brands, need for information, need for quality certification, need for simplicity in shopping, call for government regulation. Selain itu, terdapat faktor yang mempengaruhi tingkat consumer confusion yaitu umur dan jenis kelamin. Lebih lanjut, broader-scope trust atau tingkat kepercayaan yang lebih dalam konteks ini pada industri makanan ritel dapat mengurangi efek-efek yang dihasilkan oleh consumer confusion. Pengumpulan data pada penelitian ini dilakukan dengan menggunakan kuesioner. Penyebaran kuesioner dilakukan kepada 200 responden di Jakarta secara langsung. Data dianalisis dengan menggunakan analisis korelasi dan regresi berganda. Penelitian ini menggunakan alat SPSS versi 16.0. Hasil penelitian yang dilakukan di Jakarta menunjukkan bahwa consumer confusion berpengaruh secara positif pada efek seperti : non-purchasing behavior, need for price stablility, need for brands, need for information, need for quality certification , need for simplicity in shopping dan call for governmental regulation. Selain itu broader-scope trust dapat mengurangi efek seperti non-purchasing behavior, need for price stablility, need for brands, need for information, need for quality certification, need for simplicity in shopping dan call for government regulation. Selain itu, terdapat pengaruh perbedaan gender serta umur pada consumer confusion dan broader-scope trust.