Examining consumers’ food safety risk communication on social media: A study on convenience foods

Öz

The aim of this study is to examine consumers' risk communication on food safety on social media through ready-made foods. Within the scope of the study, data were collected from a total of 432 people using an online survey technique between October 10-31, 2024. The reliability and validity of the scale used in the study were revealed by Factor Analysis. In the next stage, the model was tested with Path Analysis. As a result of the analysis, it was found that perceived violence, perceived vulnerability and response barriers did not have a significant effect on protection motivation, but response effectiveness level and self-efficacy positively and significantly affected protection motivation. Again, it was found that protection motivation and need for information positively and significantly affected food safety risk communication on social media. It was also found that the established model was structurally significant and valid.

Anahtar Kelimeler

• Social Media
• Food Safety
• Risk Communication
• Ready-Made Foods

Tüketicilerin sosyal medyadaki gıda güvenliği risk iletişiminin incelenmesi: Hazır gıdalar üzerine bir araştırma

Öz

Bu çalışmada amaç, tüketicilerin sosyal medyada gıda güvenliği hakkındaki risk iletişimlerinin hazır gıdalar üzerinden incelenmesidir. Çalışma kapsamında 10-31 Ekim 2024 tarihlerinde çevrimiçi anket tekniğiyle, toplam 432 kişiden veriler toplanmıştır. Çalışmada kullanılan ölçeğin güvenirlik ve geçerlilik durumu Faktör Analizi ile ortaya konmuştur. Sonraki aşamada ise model Yol Analizi ile test edilmiştir. Analiz sonucunda algılanan şiddet, algılanan güvenlik açığı ve tepki engellerinin koruma motivasyonu üzerinde anlamlı bir etkisinin olmadığı ancak tepki etkinlik düzeyi ve öz yeterliliğin koruma motivasyonunu pozitif ve anlamlı olarak etkilediği bulunmuştur. Yine koruma motivasyonu ve bilgi ihtiyacının da sosyal medyadaki gıda güvenliği risk iletişimini pozitif ve anlamlı bir şekilde etkilediği tespit edilmiştir. Ayrıca kurulan modelin yapısal olarak anlamlı ve geçerli olduğu da tespit edilmiştir.

Anahtar Kelimeler

• Sosyal Medya
• Gıda Güvenliği
• Risk İletişimi
• Hazır Gıdalar

Kaynakça

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