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

This is the authors' abstract. We don't add key points for this paper.

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.