Social Media Versus Personal Experience in the Consumer’s Apprehension on Imported Food Security and Safety Dilemma

Abstract

South Korea imports a large amount of agricultural and aquatic food products from China, which meets its food security. However, the import from China raises food safety questions, leading to food safety apprehension. We explored the source of the Korean consumer’s apprehension. Based on the apprehension reduction theory (ART) developed from interviews with Korean consumers in the first stage of the study, we conducted a survey to assess the social media as an indirect source of information and direct experience of the consumer in the second stage of the study. We received 504 responses, of which 1/3 of the respondents had visited China in the last year. Using FSS (Food Safety Satisfaction) as the dependent variable (1— low to 5— high), we link information from the social media vis-à-vis direct experience and made three discoveries. (a) The information quantity of social media increases the consumer’s apprehension, partially refuting the ART. (ii) FSS increased in response to information flow from the direct experience of the consumer with Chinese imported food. (c) The direct information from experience mediates the effects of indirect information (social media) on apprehension about agricultural and aquatic product imports. We made three inferences. First, information quantity and quality have separated roles in the ART. Second, social media increases the free-market style information flow, turning legitimate products to illegitimate and vice versa. Third, the collective irrationality from the information quantity needs institutional bricolage to legitimize the chaotic nature of the untamed information.