Consumer perceptions of pre‐prepared food safety risks: evidence from survey experiments

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.