Measuring Consumers’ Perceived Bias of the Safety Risk of Domestic Infant Formula with Principal Component Analysis and Multidimensional Model

Abstract

There is a large bias between consumers’ perception of food safety risks and the actual state of food safety. Accurate measurements of consumers’ perceived bias of food safety risk provide a scientific basis for the government to improve food safety risk communication measures. Based on the random sample of 559 consumers obtained by the scenario simulation experiment on domestic infant formula, consumers’ perceived bias of the safety risk of domestic infant formula was accurately measured with a principal component analysis and a multidimensional model. The results show that consumers’ perceived bias of the safety risk of domestic infant formula includes physical-performance risk, financial-time risk, and psychological risk. The physical-performance risk perception bias is the highest, followed by psychological risk perception bias and financial-time risk perception bias. There are significant differences in the perception bias of the safety risk of domestic infant formula among consumers with different demographic characteristics. The Chinese government could adjust consumers’ perceived bias of the food safety risk by establishing a food safety risk communication mechanism, strengthening the popularization of food safety knowledge, and preventing and managing food safety rumors.