Transient Effects of Negative Controversies: Determinants and Dynamics Influencing Chinese Consumers’ Risk Acceptance of Premade Dishes

Facing the growing awareness of food safety hazards and related issues associated with premade dishes, this study incorporated health consciousness and social trust into the benefit–risk analysis model to examine the determinants of risk acceptance for premade dishes, and assess the stability and dynamic evolution of risk acceptance pathways before and after media exposure. In total, 911 Chinese consumers (383 in Period I and 528 in Period II) were collected through an online questionnaire and analyzed using structural equation modeling in this study. The results indicated that perceived benefits were the prominent mediator that outweighed perceived risks in explaining consumers’ risk acceptance of premade dishes. Social trust enhanced perceived benefits while simultaneously amplifying perceived risks, as well as positively affecting consumers’ risk acceptance through perceived benefits. Health consciousness, as individuals’ intrinsic motivation, positively affects risk acceptance through social trust and perceived benefits. Comparative analysis across two periods demonstrated a dynamic shift: the significantly negative impact of perceived risks on risk acceptance diminished while the dominance of perceived benefits substantially strengthened. This study provides insights into relevant theories on risk acceptance and contributes to policy development regarding food safety in the PD industry.