Consumer trust on current food safety issues : their responses and attitudes

Lim, Hui San (2010) Consumer trust on current food safety issues : their responses and attitudes. Universiti Malaysia Sabah. (Unpublished)


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The main objective of this study is to evaluate consumers trust and attitudes towards the safety of the food supply in general, to identify the food safety issue concerned by the consumers and identify consumer trust towards the food chain actors. The respondents of this study is consists of 400 consumer from Kota Kinabalu, Sabah. The results obtained shows that the mean level of current food safety was 3.33±0.73 indicating that the safety level is under the halfway point of the safety level scale, just over the "neither safe nor not safe" category. However, there are 31.0% of the consumer feel that the food they eat now are safe and 5.4% of them feel it is very safe. These customers are very positive towards the current food system. The ranking for the seven purchasing criteria are: safety, nutritional level, taste, price, brand, appearance and convenient. There are 94.5% of the consumers were concern on the origin of the food, 89.3% of the consumers willing to pay more for higher quality food and 70.3% of the consumers have personal brand preference while purchasing food. The consumers in this study show major concern towards physical issues (4.29), followed by microbiological issues (4.24), chemical issues (3.99) and novel measures (3.43). The results shows that consumer trust most in the food safety authorities (IJ=3.93).

Item Type: Academic Exercise
Uncontrolled Keywords: Food safety, Food chain actors, Food supply
Subjects: ?? RA0421 ??
Divisions: SCHOOL > School of Food Science and Nutrition
Depositing User: ADMIN ADMIN
Date Deposited: 08 Nov 2011 16:30
Last Modified: 12 Oct 2017 15:18

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