Determinants of consumer food safety self-protection behavior-- an analysis using grounded theory. (July 2020)

• Record Type: Journal Article
• Authors: Wang, Mingliang; Bai, Li; Gong, Shunlong; Huang, Lian
• Is Part Of: Food control. Volume 113(2020)
• Publication Date: 2020-07
• Subjects: Food safety -- Food handling behavior -- Grounded theory -- Yin yang -- Food safety knowledge -- Consciousness; Food -- Quality -- Periodicals; Food -- Analysis -- Periodicals; Food handling -- Periodicals; Food industry and trade -- Quality control -- Periodicals; Aliments -- Industrie et commerce -- Qualité -- Contrôle -- Périodiques; Aliments -- Qualité -- Périodiques; Aliments -- Analyse -- Périodiques; Hygiène alimentaire -- Périodiques; Food -- Analysis; Food handling; Food -- Quality; Periodicals; Electronic journals; 664.07
• DOI: 10.1016/j.foodcont.2020.107198
• Languages: English
• ISSNs: 0956-7135

Abstract

Abstract: Background: Foodborne illness is a prominent public health problem in most countries. A pivotal point in the prevention of foodborne illness is the adoption of safe food handling behaviors by consumers. Method: Based on interviews with Chinese consumers with food handling experience, this study constructed a determinants model of Chinese consumers' safe food handling behavior by using grounded theory. Results: The results reveal that self-protection consciousness and food safety knowledge are two core determinants that influence food handling behavior. Personality, frugal culture, physical environment, social environment and pursuing quality of life also play important roles. Consciousness superiority trap and knowledge superiority trap are found in the self-protection behavior. Meanwhile, five types of behavioral paradigms are put forward. Conclusion: The research findings contribute to understanding the motivation of consumers to adopt safe food handling behaviors and providing a theoretical basis for the government to formulate effective intervention policies. Highlights: The first qualitative research using grounded theory studies food handling behaviors. A determinants' model of food safety self-protection behavior has been established. Behavior paradigms are proposed based on Yin-Yang Theory. Consciousness superiority trap and knowledge superiority trap are found. The results provide an insight into consumers' food safety education.