Bachelor's Degree Program in Environment and Food Safety Laboratory Science, Chang Jung Christian University, Tainan City 711, Taiwan.
Department of Food Safety/Hygiene and Risk Management, National Cheng Kung University, Tainan 701, Taiwan.
J Food Prot. 2022 Jan 1;85(1):155-163. doi: 10.4315/JFP-21-160.
Many food safety issues have arisen in Taiwan during the past decade. Therefore, in 2016, the Taiwan government proposed the "five rings of food safety" policy to comprehensively protect consumer food supply. Among these policies, the "4-labels-1-Q" approach was adopted to ensure the selection of foods with traceable labels for retrospective study. Hence, this study investigated the association between the degree of familiarity with the 4-labels-1-Q food traceability system and risk perceptions and also investigated whether a consumer's purchase intention toward fresh foods with food labels changed after viewing an educational film on food labels. This study defined subjects as the main food purchasers for their families; 290 valid questionnaire interviews were administered and educational films shown in Tainan markets and stores. Results showed that knowledge about labels significantly affected risk perception for labeling. Age, educational level, and degree of risk perception influenced purchase intention. Results also showed that after viewing the video, subjects' label knowledge and purchase intention increased significantly. However, after adjustment for age, educational level, income, and purchase places, the effect of film education on risk perception was insignificant, especially for those who had lower educational levels, including those older than 65 years. Public trust can be boosted through label education among age groups using different channels and methods, and encouraging the sale of labeled foods in traditional markets would be a useful strategy. Age, educational level, income, and risk perception of participants significantly affected purchase intention. This study can be a reference for designing risk communication strategies and promoting traceable agricultural products.
在过去的十年中，台湾出现了许多食品安全问题。因此，2016 年台湾政府提出了“食品安全五环”政策，以全面保护消费者的食品供应。在这些政策中，采用了“4 标 1 码”方法来确保选择可追溯标签的食品进行回溯研究。因此，本研究调查了消费者对 4 标 1 码食品可追溯系统的熟悉程度与风险认知之间的关系，以及观看食品标签教育影片后，消费者对带标签的新鲜食品的购买意愿是否发生变化。本研究将家庭主要食品购买者定义为研究对象；在台南市场和商店共进行了 290 次有效问卷调查和教育影片展示。结果表明，标签知识显著影响对标签的风险认知。年龄、教育水平和风险认知程度影响购买意愿。结果还表明，观看视频后，受试者的标签知识和购买意愿显著增加。然而，调整年龄、教育水平、收入和购买地点后，影片教育对风险认知的影响并不显著，特别是对于教育水平较低的人，包括 65 岁以上的人。通过使用不同渠道和方法对不同年龄段的人群进行标签教育，可以增强公众信任，鼓励在传统市场销售带标签的食品将是一项有用的策略。参与者的年龄、教育水平、收入和风险认知显著影响购买意愿。本研究可为设计风险沟通策略和推广可追溯农产品提供参考。
