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Consumer perceptions of pre-prepared food safety risks: evidence from survey experiments
Qizheng He1, Yannan Zhao2,3, Yong Sun4
1School of Sociology, Wuhan University, Wuhan, China.
Background:
Food safety is fundamental to human health, and recent incidents involving pre-prepared food have eroded consumer confidence. This study examines how the risk communication medium shapes consumer perceptions of pre-prepared food safety risks, and through what mechanisms and boundary conditions. We implement a 2 (risk communication medium: new media vs. traditional media) × 2 (consumption promotion context: strong vs. weak) between-subjects survey experiment, and test the mediating role of food safety awareness and the moderating effect of promotion intensity.
Results:
(i) Exposure via new media produces a significantly stronger positive effect on consumer perceptions of pre-prepared food safety risks than traditional media. (ii) Food safety awareness partially mediates the relationship between risk communication medium and perceived safety risks. (iii) Under a strong consumption promotion context, the indirect effect of new media on perceived safety risks through food safety awareness is stronger than under a weak promotion context.
Conclusion:
The media environment and promotion intensity jointly shape consumer perceptions of pre-prepared food safety risks. By clarifying the direct and indirect pathways from new media exposure to risk perceptions, this study advances understanding of consumer risk perceptions in the nascent pre-prepared food sector and responds to timely practical needs. Policy implications include: strengthening guidance and regulation of risk information on new media platforms; incorporating consumer education to enhance food safety awareness; and aligning promotional practices with public health objectives - together supporting a sustainable regulatory framework for the sector's future development. © 2025 Society of Chemical Industry.
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