Perceived Knowledge, Coping Efficacy and Consumer Consumption Changes in Response to Food Recall

Chuanhui Liao, Huang Yu and Weiwei Zhu
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Chuanhui Liao: School of Economics and Management, Southwest University of Science and Technology, Mianyang 621010, Sichuan, China
Huang Yu: School of Economics and Management, Southwest University of Science and Technology, Mianyang 621010, Sichuan, China
Weiwei Zhu: School of Marxism, Hefei University of Technology, Hefei 230009, Anhui, China

Sustainability, 2020, vol. 12, issue 7, 1-19

Abstract: With a serious food safety situation in China, lots of major food recalls have been initiated. This study examined the key determinants underlying consumers’ protection and behavioral intention in response to major food recalls. An augmented protection motivation theory model (PMT) was developed by incorporating trust in food safety management and food recall concern into the original PMT. Structural equation model analysis was conducted using survey data in China (N = 631). The results showed that perceived knowledge significantly and positively influence protection motivation via its positive influence on the threat appraisal and coping appraisal. Moreover, protection motivation, trust in food safety management (TFSM), and food recall concern (FRC) significantly affect protection behavior intention. It was indicated that the inclusion of TFSM and FRC into the PMT significantly increase the explanatory power of the PMT model. Further analysis of quadratic regression demonstrated that the relationship between perceived knowledge and protection motivation presented an inverted U shape, which indicates the importance of continuous education in developing consumers’ food safety knowledge. Implications for future research are discussed.

Keywords: food safety; response behavior; perceived knowledge; PMT; food recall (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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