Consumer perceived risk and purchasing behavior toward food safety issues

Yin, Yee Wen (2011) Consumer perceived risk and purchasing behavior toward food safety issues. Masters thesis, Universiti Malaysia Sabah.


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Food safety had become an important issues and reach higher concern when the issues were publicized globally. The objective of the study is to evaluate the impact of consumer perceived risk towards the purchasing intention in times of food safety concerns. Previous research on food safety had focused on microbiological hazards which can control with proper cooking thus this study extend to chemical hazards with the focus on instant noodles as there are quite a few recall cases due to banned preservatives and pesticide residues found in instant noodles. An empirical study of 340 respondents was carried out using convenience sampling distribution were done at two major shopping complexes: 1 Borneo and Centre Point. Data analysis performed in this study was factor analysis, reliability test, multiple and hierarchical regression. Result shows that consumers were concerned with health risk that is associated with instant noodles as it poses threat to the health of consumers. It was shown also education significantly moderates the relationship between perceived risk and purchasing intention. This study assists developing a better food safety communication which is useful for different stakeholders such as the industry, academician or the government.

Item Type: Thesis (Masters)
Uncontrolled Keywords: food safety, purchasing intention, microbiological hazard, communication, different stakeholder
Subjects: H Social Sciences > HF Commerce
Divisions: SCHOOL > School of Business and Economics
Date Deposited: 19 Nov 2013 06:48
Last Modified: 12 Oct 2017 03:00

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