Determinants of consumer food safety self-protection behavior-- an analysis using grounded theory

Abstract

BackgroundFoodborne 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. MethodBased 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. ResultsThe 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. ConclusionThe 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.