Consumers' Food Safety Risk Communication on Social Media Following the Suan Tang Zi Accident: An Extended Protection Motivation Theory Perspective.

Ying Zhu,Xuefan Liu,Xiaowei Wen,Gongliang Zhang,May Chu

doi:10.3390/ijerph18158080

Abstract

There are many hidden safety hazards in homemade food due to an absence of food preparation and storage knowledge, and this has led to many food safety incidents. The purpose of this study was to explore the influencing factors of consumers’ food risk communication behavior on social media in northeast China, using the protection motivation theory. We integrate the Suan Tang Zi food poisoning accident and the protection motivation theory to develop a conceptual model to predict food safety risk communication on social media. We conducted a questionnaire which adapted measures from the existing Likert scales. A total of 789 respondents from northeast China participated in this study. We tested our hypotheses using a structural equation model. Results show that perceived severity, perceived vulnerability and self-efficacy have a significant influence on consumer protection motivation. Response efficacies have a positive impact on consumer protection motivation, but response barriers have a negative impact on consumer protection motivation. Additionally, information need and protection motivation of consumers have a significant impact on food safety risk communication on social media. Overall, the protection motivation theory accounted for 71% of the variance in food safety risk communication on social media. Practical implications and suggestions are proposed for the related stakeholders, as well as consumers, to encourage the public to participate in the food risk communication in this study. The research findings presented the social media as a kind of food risk communication channel contributes to consumers acquire accurate information on food quickly, in turn, reduce the probability of food poisoning in daily life. Protection motivation theory may provide some insights into how we can increase the rate of food safety risk communication on social media.

Highlights

IntroductionSuan Tang Zi are fermented noodles made from maize by the residents of northeast China; they are prevalent in eastern Liaoning, southeastern Jilin and eastern Heilongjiang
Suan Tang Zi are fermented noodles made from maize by the residents of northeast China; they are prevalent in eastern Liaoning, southeastern Jilin and eastern Heilongjiang.On 5 October 2020, a food poisoning incident occurred in Jidong County, Jixi City, Heilongjiang Province, caused by the consumption of Suan Tang Zi at a family dinner, in which all nine people died after eating them
The Suan Tang Zi accident was caused by the improper behavior of consumers and a lack of knowledge surrounding homemade fermented food

Summary

Introduction

Suan Tang Zi are fermented noodles made from maize by the residents of northeast China; they are prevalent in eastern Liaoning, southeastern Jilin and eastern Heilongjiang. On 5 October 2020, a food poisoning incident occurred in Jidong County, Jixi City, Heilongjiang Province, caused by the consumption of Suan Tang Zi at a family dinner, in which all nine people died after eating them. According to a local police investigation, the cause of death was identified as the family members’ consumption of Suan Tang Zi; the homemade noodles were contaminated with germs after being frozen for almost a year, which led to the family members contracting Bongkrek acid (a respiratory toxin produced by bacteria found in food). The Suan Tang Zi accident shows that food safety issues should not be ignored, and consumers must attach great importance to the safety of homemade foods.

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