Consumer reactions to food safety scandals: A research model and moderating effects

Abstract

Food safety scandals are recurring events in the food industry worldwide. Consumers and companies are not immune to these incidents. However, there is a paucity of studies that examine consumer responses toward food companies involved in food safety scandals. This chapter attempts to address these issues. First, it provides theoretical bases for the psychological mechanisms through which consumers form judgments of blame toward food brands involved in food safety scandals. Second, it clarifies how attributions of blame negatively affect relevant consumer non-behavioural responses (emotions and attitude) and behavioural responses (purchase intention, word-of-mouth, and boycott) toward faulty food brands. Third, it provides a literature review of the most relevant consumer-related, brand-related, and context-related variables, which may influence the psychological mechanisms of blame attribution, and subsequent non-behavioural and behavioural responses, in the context of a food safety incident.