Unveiling food safety perceptions: a study on consumer behavior and trust in Malaysia

Main Article Content

Mohd Nurul Haryadie Mazuki
Mei-Hua Lin
Yee Shin Tan
Lay Ching Chai

Keywords

Subjective norms; Risk perception; Food safety practices; Theory of planned behavior

Abstract

Food safety is a critical public health issue in Malaysia, where concerns have been raised by recent high-profile incidents. This study evaluates Malaysian consumers’ knowledge, attitudes, and practices concerning food safety and examines the influence of social norms and trust in food safety governance. A cross-sectional survey of 1,416 Malaysian consumers was conducted using a structured online questionnaire, which assessed consumer knowledge, risk perception, preventive measures, and trust in food safety governance. Findings revealed substantial knowledge gaps among Malaysian consumers, particularly regarding food additives, contamination, and safe handling practices. While basic hygiene practices were generally followed, moderate concern existed about genetically modified foods and food irradiation, reflecting consumer skepticism toward these technologies. Social norms significantly influenced food safety behaviors, and trust in expert opinions and certification labels proved crucial in shaping practices. These findings highlight the need for targeted educational interventions to address knowledge gaps, enhance consumer confidence in food safety, and emphasize the importance of leveraging social norms and expert opinions in public health campaigns to improve food safety behaviors. The study provides valuable insights for policymakers and public health authorities in refining food safety communication strategies and regulatory frameworks in Malaysia.

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